Resources Library by ANA

The commercial communications mix

This paper will discuss trends and issues in the commercial communications mix both at a mega-trend level and more specific in the fields of Advertising, Sales Promotion, Sponsorship, Public Relations, Direct Marketing and Personal selling, sponsored...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Robert Riphagen

Company: Philips International

November 6, 1985

Litmus II

The purpose of this paper is to describe a new model, LITMUS II, and how it is being used by major advertisers in North America to develop improved if not "optimal" marketing plans for new products and services.

Catalogue: Seminar 1984: Are Interviewers Obsolete?

Authors: Joseph D. Blackburn, Lisa E. Carter, Kevin J. Clancy

June 15, 1984

The contribution of intermedia response technique to media comparison

Starting from a case history and supported by similar studies the paper shows how media comparison is measurable and what factors influence intermedia equivalence. Sophisticated media-planning models suppose media equivalences hypotheses. The case...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: François Embs

June 15, 1984

Strategies for utilizing single source consumer panel records (product bar codes) to determine effective media frequency

This paper describes a new technology that will potentially improve specificity in targeting advertising. After a long period of little industry attention, the effective targeting of advertising has recently been given greater priority by the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Jan Willem Bol, Lynn Y.S. Lin

Company: Burke, Inc.

June 15, 1984

Guiding creative people

What we have tried to do is to pull together some of the lessons we have learned, and to describe how we think research should be used to help create effective advertising.

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: David Cowan, Ross Barr

June 15, 1983

Comments on achieving successful advertising control (German)

This paper deals with the problem why the contribution to knowledge gained through researches not sufficiently transferred into practical results. Given a contribution it will only be possible to apply it generally to practical problems if it is...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Erich Weihs

June 15, 1983

Videotex: A new means of service and communication (French)

The experiment proposed by Direction Generale des Telecommunication to 180 advertising companies ended in January 1983. Such a first experiment is heralding others more or less ambitious of the same kind, which is why it is now interesting to draw...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Anne Pugnet

June 15, 1983

Comments on achieving successful advertising control

This paper deals with the problem why the contribution to knowledge gained through researches not sufficiently transferred into practical results. Given a contribution it will only be possible to apply it generally to practical problems if it is...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Erich Weihs

June 15, 1983

It's not (just) what you say, it's (also) the way that you say it

The 'paper' which we are presenting is not really a paper at all - it is largely a compilation of video recordings illustrating consumers talking about holidays, and their response to a selection of holiday advertising. This written paper is designed...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Authors: Margaret Boston, Geraldine Moll

Company: Ogilvy

June 15, 1983