Resources Library by ANA

Two practical market research tools for assessing the value of television advertising

This paper is in three parts, to be delivered in turn by the three speakers. First, we comment on the fact that the development of computing and of scanners has revolutionized both market and media research. We point out that the boundary between the...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Steve Coffey, Valentine Appel, Timothy Joyce

Company: Nielsen

June 15, 1992

Models of the advertising process

In 1967 I gave a paper with the title "What do we know about how advertising works?" to an ESOMAR seminar on advertising research. That paper queried a number of assumptions about advertising which were then still prevalent: such as advertising as...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Timothy Joyce

June 15, 1991

The potential for multi-country media research

Mediamark Research Inc. has for almost 11 years operated in the United States a multimedia and marketing survey based on personal interviews. This service is the primary source for magazine readership estimates in the U.S., and an important secondary...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Timothy Joyce

June 15, 1990

What do we know about how advertising works?

The paper shows clearly that previous advertising theories were too often based on unwarranted assumptions. It raises as questionable many points of view which previously seemed convincing. The emotional, reinforcing roles of advertising are...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Timothy Joyce

June 15, 1980

Advertising and purchasing

I have been asked to describe to you a proposal recently published by Newsweek magazine in the U.S.A. which has been prepared by Axiom Market Research Bureau Inc.together with the British Market Research Bureau Ltd. in London. It was a study which...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Timothy Joyce

June 1, 1978

Effective media selection

What I plan to do is to speak rather narrowly to the subject which was - you recall - the cost of effectiveness of different media and in doing so, to touch upon each of the papers though not in any case at any great length, as that's really more for...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Timothy Joyce

June 1, 1978

Further thoughts on advertising research

I think seminars are of two kinds - there are those which confirm one's prejudices, and those which enable one to re-organize and rearrange one's prejudices, and I would say that this is certainly of the second kind - that I have rearranged all of my...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Timothy Joyce

June 15, 1971

The new housewife

The subject of this paper is a comprehensive study which attempted to provide a basis for better understanding of the new housewife, and in particular, the interpersonal and impersonal forces which influence her attitudes andr behaviour. A sample of...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: Timothy Joyce

August 1, 1967

What do we know about how advertising works?

The question "how does advertising work?" seems to be raised more and more often in connection with research into advertising. There is increasing awareness that a number of advertising research methods in common use imply very different assumptions...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Timothy Joyce

June 15, 1967