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Research reports

Pilot research on the Guinness advertising campaign

The broad objectives of this research were to assess what the current campaign has communicated about Guinness to non-exclusive Guinness drinkers. The research was prompted by questions about whether the campaign may beconfusing to consumers, and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1971
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Citation

, C. (1971a, May 01). Pilot research on the Guinness advertising campaign. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/pilot-research-on-the-guinness-advertising-campaign


Research reports

Evaluation of MacLeans and Crest commercials

In light of the previous research's findings two further televisioncommercials have been developed:a) 'A Good Toothbrush' and b) 'Growing Up'. Both advertisements seek to meet the original strategicrequirements for the brand though in somewhat...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 3, 1975
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Citation

, C. (1975a, December 03). Evaluation of MacLeans and Crest commercials. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/evaluation-of-macleans-and-crest-commercials


Case studies

Monitoring the effects of television advertising

This paper describes the advertising monitoring studies carried out to check the effects of the use of television by insurance companies in the U. K. The changes noted on certain well established advertising evaluation measures are particularly clear...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Sue Stoessl, Anne Wicks
June 15, 1976
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Citation

Stoessl and Wicks (1976a, June 15). Monitoring the effects of television advertising. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/monitoring-the-effects-of-television-advertising


Research papers

A method of evaluating advertising penetration

The title of this expose might possibly be misleading as it does not concern an entirely new method of measuring advertising penetration by some simple formula. It is concerned rather with a process of analysis, using as a basis information which in...

Catalogue: ESOMAR Congress 1964
Author: Claude Matricon
June 15, 1964
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Citation

Matricon, C. (1964a, June 15). A method of evaluating advertising penetration. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/a-method-of-evaluating-advertising-penetration


Research papers

Report back

This seminar revealed the gulf between the passionate non-verbalists who believe structured verbal response is inadequate to describe meaning (for them the Black Box, the Group Discussion, the indirect inference) and those who seem to believe that...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Robin T. J. Tuck
June 15, 1971
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Citation

Tuck, R. T. (1971a, June 15). Report back. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/report-back


Research reports

Qualitative research on Milk Cinema Advertising

This research was undertaken to ass ess attitudesand responses to current Milk Cinema Advertising,in particular, to investigate:1. Whether the campaign still holds interest,or whether there are any wear-outindications;2. Whether the use of film stars...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1976
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Citation

, C. (1976a, September 01). Qualitative research on Milk Cinema Advertising. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/qualitative-research-on-milk-cinema-advertising


Research papers

Miscellaneous

Introductory paragraph to "Miscellaneous" section of the book "Market researches look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Miscellaneous. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/miscellaneous


Research papers

Measuring the effectiveness of advertising in the industrial press

As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Cecile Kreweras
November 1, 1979
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Citation

Kreweras, C. (1979a, November 01). Measuring the effectiveness of advertising in the industrial press. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/measuring-the-effectiveness-of-advertising-in-the-industrial-press


Research reports

Quantitative check on attitudes to cinema advertising

The research reported here was carried out by CRAM on behalf of Pearl & DeanLtd., to find out the attitudes of cinema-goers towardsadvertising in the cinema with a view to the possibleextension of advertising time. About this...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 23, 1973
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Citation

, C. (1973a, July 23). Quantitative check on attitudes to cinema advertising. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/quantitative-check-on-attitudes-to-cinema-advertising