Resources Library by ANA

A new pretest for advertisements

There is no general formula for measuring the effectiveness of an advertisement. In pretesting we can just define a series of different functions of an ad and check to what extent they are fulfilled. These functions are:1. The attention effect;2. the...

Catalogue: ESOMAR/WAPOR Conference 1963

Author: Werner Wyss

June 15, 1963

Measuring advertising effectiveness

Professor Lucas and I have tried to bring together in one volume the most up-to-date information on two of the most important phases of advertising; 1. The measurement of advertising messages, and 2. the measurement of advertising media. It is too...

Catalogue: ESOMAR/WAPOR Conference 1963

Author: Steuart Henderson Britt

June 15, 1963

The illusion of the "image" and the excess power of groups (French)

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963

Author: Hugh S. Hardy

June 15, 1963

The illusion of the "image" and the excess power of groups

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963

Author: Hugh S. Hardy

June 15, 1963

Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular

If one wishes to study the effect of advertising, a concise definition of the concept of ‘advertising’ is essential. In business-circles, the function of advertising is often defined: ‘advertising must sell’. Although it cannot be...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems

Authors: R. G. Ogilvie, G. J. S. Wilde

June 15, 1962

An approach to measuring advertising effectiveness

The project described in this paper, which the British Market Research Bureau is carrying out on behalf of the J. Walter Thompson Company and its clients, is an attempt systematically to collect and interrelate a number of partial measures of the...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Authors: John Downham, Timothy Joyce

June 15, 1961

Advertising research (French)

This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very...

Catalogue: ESOMAR Conference 1960

Author: Enrico Zanelli

Company: ESSO

June 15, 1960

Advertising research

This treatise does not pretend to bring anything new or to be complete. The ESOMAR Congress gives the writer an opportunity for reflecting on his own research activities, and for making a few marginal notes which will serve as the starting point for...

Catalogue: ESOMAR Conference 1960

Author: Sander de Leve

June 15, 1960

Comments on the papers to be read on Thursday afternoon, September 15th, on advertising by A.S.C Ehrenberg

In the paper we are presented with a model relating motives of the purchasing public, the activation of these motives, and advertising effectiveness. Whilst in general welcoming any signs of a theoretical, i.e. generalising, approach in market...

Catalogue: ESOMAR Conference 1960

Author: Andrew S. C. Ehrenberg

June 15, 1960