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Research papers

The use of social research in public service advertising

This paper will demonstrate how research was used to solve one of Egypt's most serious problems "Infant Mortality Resulting from Dehydration". Today, four years later, we are, indeed happy and proud, to state that as a result of the advertising...

Catalogue: Seminar 1987: Research In Arab Countries
Authors: Loula Zaklama, Farag El Kamel
Company: RadaResearch & Public Relations Company
June 15, 1987
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Citation

Zaklama and El Kamel (1987a, June 15). The use of social research in public service advertising. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/the-use-of-social-research-in-public-service-advertising


Research papers

Unusual research for unusual advertising

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Authors: Colin Pendry, Margaret Holmes
January 1, 1987
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Citation

Pendry and Holmes (1987a, January 01). Unusual research for unusual advertising. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/unusual-research-for-unusual-advertising


Research papers

Unusual research for unusual advertising, mixing methods and minds

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Colin Pendry, Margaret Holmes
June 15, 1986
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Citation

Pendry and Holmes (1986a, June 15). Unusual research for unusual advertising, mixing methods and minds. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/unusual-research-for-unusual-advertising-mixing-methods-and-minds


Research papers

The contribution of qualitative methodology to creative advertising

This paper discusses the contribution of qualitative research methodology to producing advertising that is both effective and creative. The argument links three main areas: 1) Changes in the models of how advertising works: away from transportation...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Judie Lannon
June 15, 1986
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Citation

Lannon, J. (1986a, June 15). The contribution of qualitative methodology to creative advertising. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-methodology-to-creative-advertising


Research papers

How qualitative methods of research contributed to creating a communicational campaign to modify the image of sugar

The paper describes a qualitative research project on sugar which was carried out in Italy in 1982. In the years immediately prior to the survey overall sugar sales in Italy had begun to decline slightly while the product had been acquiring negative...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Graziella Messina
June 15, 1986
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Citation

Messina, G. (1986a, June 15). How qualitative methods of research contributed to creating a communicational campaign to modify the image of sugar. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/how-qualitative-methods-of-research-contributed-to-creating-a-communicational-campaign-to-modify-the-image-of-sugar


Research papers

A new method for the measurement of the effectiveness of poster campaigns

This paper describes a research-program that started with a check on the execution of poster campaigns. By means of samples drawn from the files of poster sites in the Netherlands each month a number of sites was checked on the presence of posters...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Theo Hess
Company: NIPO
June 15, 1986
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Citation

Hess, T. (1986a, June 15). A new method for the measurement of the effectiveness of poster campaigns. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/a-new-method-for-the-measurement-of-the-effectiveness-of-poster-campaigns


Research papers

A book as a mass product

The Marketing Oriented approach and the use of appropriate tools in terms of Advertising and Market Research permit to obtain successful results not only in the traditional Mass Market markets, but also in the market of pocket books sold by...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Arnaldo Aisa, Silvana Biasutti
November 6, 1985
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Citation

Aisa and Biasutti (1985a, November 06). A book as a mass product. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/a-book-as-a-mass-product


Research papers

Researching the subconscious effects of advertising

The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Heather Mulholland
June 15, 1985
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Citation

Mulholland, H. (1985a, June 15). Researching the subconscious effects of advertising. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/researching-the-subconscious-effects-of-advertising


Research papers

The effects of violence on the tourism potential of Northern Ireland as measured by market research

The 1969 saw the beginning of the civil disturbances which, as we all now know, were to escalate far beyond anything that could have been imagined back in those days of relative innocence. The small down- turn in visitors in that year coincided with...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Authors: Ian G. Henderson, Cathal Mullaghan
June 15, 1983
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Citation

Henderson and Mullaghan (1983a, June 15). The effects of violence on the tourism potential of Northern Ireland as measured by market research. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/the-effects-of-violence-on-the-tourism-potential-of-northern-ireland-as-measured-by-market-research