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Research papers

Economy and impact in advertising

The aim of this paper is to suggest that the quality of advertising, in terms of cost effectiveness and increased impact can be greatly improved by the discovery of basic principles of creative communication. In order to examine this suggestion...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Michael S. Featherstone
August 1, 1975
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Citation

Featherstone, M. S. (1975a, August 01). Economy and impact in advertising. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/economy-and-impact-in-advertising


Research papers

Report-back from working group III

There were four main points which emerged: 1. Disagreement with the view that "a brand is never the same after a price-off promotion"; 2. The need to define clearly the objectives of a particular promotion; 3. A discussion of the merits of...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Elizabeth Fallaw
June 15, 1971
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Citation

Fallaw, E. (1971a, June 15). Report-back from working group III. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/report-back-from-working-group-iii


Research papers

A view from the floor

The comments which I propose to make on the Seminar should be read in the light of two factors, firstly for twelve years I was actively engaged in below-the-line activities on the 'client' side of the business and for two years have been running an...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: J. A. Kershaw
June 15, 1971
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Citation

Kershaw, J. A. (1971a, June 15). A view from the floor . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/a-view-from-the-floor-


Research papers

Distribution of a British national daily newspaper

We are accustomed to think of a newspaper as a medium of advertising. We sometimes forget that a daily newspaper is a commodity in itself and as one of the most perishable of consumer goods it presents some very special problems. It is manufactured...

Catalogue: Seminar 1969: The Role Of Market Research In The Distribution Of Consumer Goods
Authors: J. A. Farmer, N. L. Webb
November 1, 1969
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Citation

Farmer and Webb (1969a, November 01). Distribution of a British national daily newspaper. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/distribution-of-a-british-national-daily-newspaper


Research papers

Some notes on the application of a general theory of diffusion of innovations on household decision-making

Advertising is an activity which can be defined in many ways. One definition is of particular interest in the context of this paper. It is a definition which is suggested by more or less simple theories which are used when defining advertising norms...

Catalogue: ESOMAR Congress 1968
Author: G. J. Randoe
June 15, 1968
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Citation

Randoe, G. J. (1968a, June 15). Some notes on the application of a general theory of diffusion of innovations on household decision-making. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/some-notes-on-the-application-of-a-general-theory-of-diffusion-of-innovations-on-household-decision-making


Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity (French)

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966
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Citation

Matricon, C. (1966a, September 01). Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity (French). ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/demonstration-of-a-new-factor-for-discrimination-of-types-of-behaviour-in-connection-with-buying-attitudes-towards-new-products-and-reactions-to-publicity-french-


Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966
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Citation

Matricon, C. (1966a, September 01). Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/demonstration-of-a-new-factor-for-discrimination-of-types-of-behaviour-in-connection-with-buying-attitudes-towards-new-products-and-reactions-to-publicity


Research papers

Aided recall media research (French)

The use of recall aids as a stimulus to the memory of informants has been most highly developed in media research, and it is from this field that I draw the two examples which I wish to. discuss today. The I.P.A. National Readership Survey is a...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: David R. Aitchison
June 15, 1959
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Citation

Aitchison, D. R. (1959a, June 15). Aided recall media research (French). ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/aided-recall-media-research-french-