Resources Library by ANA

Contribution of typological studies to the elaboration of an advertising strategy (French)

Interest has been shown for some years now in psycho-sociological studies ("Life Style"). What we are presenting in the following pages is an illustration of the interesting features and of the operational use of this type of approach, when its...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Frédérique Madrières, Daniel Caumont

Company: Nestlé

June 15, 1976

International marketing research

This whole topic of the approach to researching advertising for an international brand is too complicated to do more than hint at the framework within which it is necessary to work. I hope that some of the more salient points will come alive by...

Catalogue: Seminar 1976: International Market Research

Author: Robin T. J. Tuck

April 1, 1976

Application of a new theory to allow a better definition, control and measurement of advertising strategies

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done.2....

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Marc Vincent

November 28, 1973

Summary of the 2nd day's proceedings

The author summarises the most interesting series of papers and discussions of the 2nd day of the ESOMAR Seminar "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Francis Harmar Brown

June 15, 1973

Towards widening the range of concepts used in creative strategies

The argument put forward in this paper and illustrated by examples is that the language in which advertising is discussed and the way in which research methods are often used all tend towards emphasising a limited range of advertising strategies, the...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Tony Twyman

June 15, 1973

The use of motivation and attitude research in formulating advertising strategy

In order to formulate an advertising strategy two requisites have to be present: firstly a way of reasoning taking into account all pertinent elements in an orderly fashion and secondly the proper information to fee this scheme so that it develops on...

Catalogue: Seminar 1970: Attitude And Motivation Research

Author: H. Joannis

February 1, 1970

How useful is proposition testing?

Arguments about proposition testing tend to generate much warmth but relatively little light. The situation remains confused. Among advertisers there is a whole spectrum of views, ranging from firm belief to total disillusionment. Most agency and...

Catalogue: The European Marketing Research Review 1966

Author: Stephen King

August 1, 1966

Planning advertising strategy

Markets are segmented in many ways, most of which do not bear on the advertiser's problem. The objective is to find the one decisive mode. 2. The consumer weaves a whole world of meanings, values and associations around products. Many of these are...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Daniel Yankelovich

June 1, 1966

Use of periodic quantitative surveys in view of the adjustment of advertising strategies and of a better understanding of the process of advertising action

Advertising as a means of action on human behaviour is quite typical of our age; however, the assumptions we make, the theories we develop in that field, the research we are currently conducting to test the impact of advertising are still deeply...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Alain de Vulpian

June 1, 1966