Resources Library by ANA

Using continuous consumer panels for established brand advertising strategy testing

Managing the advertising function for established brands requires an understanding of the nature of the advertising-sales relationship. Historically, both experimental and non-experimental approaches have been used to investigate this relationship,...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Author: Jan Willem Bol

June 15, 1987

Unusual research for unusual advertising

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark

Authors: Colin Pendry, Margaret Holmes

January 1, 1987

Advertising research

This chapter examines research into advertising. Although media researchers regard much of their work as ‘advertising research’, media research generally is left to the next section. Anyone engaged in advertising research presupposes that...

Catalogue: Consumer Market Research Handbook

Author: Mark R. C. Lovell

August 1, 1986

Unusual research for unusual advertising, mixing methods and minds

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Authors: Colin Pendry, Margaret Holmes

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

The readership of recruitment ads

Helsingin Sanomat is the largest newspaper in Finland with a circulation of over half a million copies on Sundays and over 427.000 on weekdays. A major share of the newspaper's advertising sales consists of classified advertising, mainly real estate,...

Catalogue: Seminar 1986: New Developments In Media Research

Author: Caroline Lilius

June 15, 1986

New research in a (fairly) new medium

Direct Mail is an advertising medium which has grown rapidly in the last decade and, in Britain, is the third largest in terms of advertising spend but it is one in which research expenditure is disproportionately small. Measurement of the medium...

Catalogue: Seminar 1986: New Developments In Media Research

Authors: Geoff Llewellyn, Ian Smith

June 15, 1986

The contribution of qualitative methodology to creative advertising

This paper discusses the contribution of qualitative research methodology to producing advertising that is both effective and creative. The argument links three main areas: 1) Changes in the models of how advertising works: away from transportation...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Judie Lannon

June 15, 1986