Resources Library by ANA

Will retailers allocate manufacturers' budgets

The budgetary allocation of many product groups is made long before the responsible advertising managers have decided on the allocation of sales promotion and advertising expenditures. This is the case with branded articles. With such goods both...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Georg Gramse

June 14, 1978

Budget determination and the problem of long term effects

In Europe every year thousands of millions of pounds are spent on media advertising, and it is to be presumed that on balance it brings commercial advantage to the companies concerned. Consequently, the decision-making processes that lie behind that...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Derek Bloom

June 1, 1978

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Tony Twyman

June 15, 1980

The evaluation of below-the-line activity by ad hoc field research

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Peter Sampson

June 15, 1980

The expansion of broadcast media in the Netherlands: Effects on the advertising expenditures

In consumer markets, predictions of the demand for new products are often made using intention surveys. The applications of intention surveys on industrial markets, however, are rather limited. This study shows, how an intention survey can be applied...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Authors: Karel Jan Alsem, Jan C. Reuyl

June 15, 1991

Optimising ROI on social media

Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a...

Catalogue: Asia Pacific 2019

Author: Colin Ingram

Company: Kantar

May 22, 2019

Forecasting results of an advertising campaign

Is it possible today for a firm which is thinking of devoting a considerable sum to the financing of an advertising campaign to obtain a fairly accurate forecast of tho results of the campaign either from its publicity department or its advertising...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Nicolas Steinberg

June 15, 1967

An outline of below-the-line

The purpose of the seminar is to advance thinking upon the research evaluation of 'below-the-line' expenditures. For while in respect of normal media advertising there is internationally a wide area of general understanding about techniques,...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: John Knecht

May 19, 1971

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: Robin T. J. Tuck, W. G. B. Harvey

January 1, 1980