Resources Library by ANA

Corporate sponsorship of arts and sports events in North America

Our analysis looks at costs, benefits, and ways to measure payoffs. Half the firms surveyed take no measurements, but the more astute ones are beginning to measure effectiveness in a number of ways, ranging from simple counts of spectators and...

Catalogue: ESOMAR Congress 1987

Authors: Mark B. Traylor, Philip J. Shuman, Andrew C. Gross

September 1, 1987

Advertising testing measuring recall and persuasion

In recent times, simulated market models have been developed and validated to predict the penetration of new products in the real market situation. The copy quality input has been measured by two factors: the awareness and the persuasion. Copy tests,...

Catalogue: ESOMAR Congress 1987

Author: Anja Schweiker

Company: Burke, Inc.

September 1, 1987

The effects of publicity against heroin abuse

This paper describes a programme of research used to develop a campaign against heroin abuse in the UK and to evaluate its effects among young people and parents. The effects of the campaign in interaction with surrounding publicity and resultant...

Catalogue: ESOMAR Congress 1987

Authors: Fenella Tayler, Tony Twyman

September 1, 1987

The effectiveness of television advertising

The present paper presents findings and a status report regarding one of these projects. Namely, a study of the influence of West German commercial televisions. First, it is analysed what brands and products are advertised, which are available in...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions

Authors: Flemming Hansen, Lars Grønholdt

June 15, 1987

The use of the buy test technique to evaluate new advertising campaigns in Arab countries

In the rapidly evolving marketing environment in the Middle East, the communication process is becoming increasingly important and hence so is the need to evaluate the efficiency of an organisation's communication activities. The BUY TEST is an...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Randa Kronfli, Dafni Theophylactou

Company: MEMRB

June 15, 1987

Farmad

Display advertising is expensive. In the U.K. the cost of a single insertion of a full-page, four colour advertisement in the leading farming publications ranges from £1,500 to well over £3,000. Similar levels of cost are involved in other...

Catalogue: Seminar 1987: Identifying Change in European Agriculture

Author: Howard Biggs

June 15, 1987

Changing media, evolving markets

New developments in technology provide television users with a variety of options concerning what program material to watch and when to watch it. Such changes affect not only viewer behavior but every aspect of the TV industry throughout the world....

Catalogue: Seminar 1986: New Developments In Media Research

Author: Shula Bigman

June 15, 1986

Product purchasing and TV viewing

In the Autumn of 1984, TVS and JWT commissioned AGE to conduct a study on a single panel which measured purchasing and television viewing over 12 weeks. This was to a certain extent a continuation of earlier work commissioned by JWT in 1966. The...

Catalogue: Seminar 1986: New Developments In Media Research

Authors: Phil Gullen, Hugh Johnson

June 15, 1986

The use of video as an advertising medium in the Middle East

The paper examines the impact of advertising on rented video cassettes on the advertising scene in the Middle East and specifically Saudi Arabia, and the way in which household panel research has been used to monitor this development.

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Charles A. Rhodes, George V. Vassiliou

Company: MEMRB

June 15, 1986