Resources Library by ANA

Selection models for publicity campaigns

In 1963 "Se Centre Francais de Recherche Operationnelle” whilst associated with the CEIR Inc. was examining the possibility of adopting the Mediametrics method in France. Such a tool - integrating numerous intuitive values into a linear model by...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Jean-François Boss

June 15, 1965

Prediction techniques for advertising & circulation

This paper discusses the uses of a number of forecasting techniques that have been investigated within IPC Magazines. Forecasts are required as part of one or more of the company's various planning processes which range from long term (up to five...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Author: David Nicol

June 15, 1972

Research report on a qualitative investigation into the imagery of Cover Plus

The research was required in order to investigate the recentdecline of Cover Plus in consumer terms and to provide somedirection in terms of creative solutions for Cover Plusadvertising. About this collection: Peter Cooper (1936-2010) was...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

November 1, 1975

Comments on the third session and on the conference in general

Cowan's comments on the third section 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: David Cowan

June 15, 1973

Qualitative research on Memoire Cherie

The general objective is to generate a relevant brandimage for Memoire Cherie which will position it relativeto other brands, and provide the basis for an advertisingcampaign in the form of a creative concept. 

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

December 1, 1975

The usage of qualitative media research data in the practice of media planning

The purpose of this paper is to show how quantitative and qualitative media research data can be used in every step of advertising planning and especially in the practice of the media planning. This practice is the situation in The Netherlands at...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Bonny G.J. Stoelinga

March 1, 1976

How to adapt research techniques to design and assess corporate image advertising

Corporate advertising requires a research-based approach just as much as product advertising. A good example is Imperial Chemical Industries Ltd., who have been using this approach in Britain since the 1940's. Following research in 1968, the campaign...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Alan Wolfe

Company: Ogilvy

June 14, 1978

Company image research as a basis for umbrella advertising

Company image research is generally thought of in connection with manufacturers of industrial products, air lines, banks and other institutions, and with objectives such as obtaining the attitude of the trade, investors and employees. Relatively...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: Paul Howard Berent

August 1, 1967

The choice of media (French)

In Section One of this article, entitled "The context of the advertising campaign" we shall show how advertising decisions form part of a series of decisions which may be set forth in the form of a "decision tree", which will make it possible to...

Catalogue: ESOMAR/WAPOR Congress 1967

Authors: Marcel Marc, Patrice Bertier

August 1, 1967