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Research papers

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
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Citation

Twyman, T. (1980a, June 15). Are long-term effects possible or measurable? . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable-


Research papers

International advertising

Introductory paragraph to "International advertising" section of the book "Market researcher 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). International advertising . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/international-advertising-


Research papers

Application of life style studies media planning by motivational-psychological criteria

In our agency, advertising campaigns are developed in principle in the aspect of individual reach of target persons, and not with alignment to the mass public. The advertising is to reach the individual person, and not a more or less heterogeneous...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Heinz Retsch
June 15, 1980
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Citation

Retsch, H. (1980a, June 15). Application of life style studies media planning by motivational-psychological criteria. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/application-of-life-style-studies-media-planning-by-motivational-psychological-criteria


Research papers

The nordic countries

Finland is the only country in this part of the world who has advertising in TV, and the three big countries measured by area have a low population density, whereas Denmark has a very high population density. In Sweden they for more than 20 years...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Sigurd Bennike
June 15, 1980
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Citation

Bennike, S. (1980a, June 15). The nordic countries. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/the-nordic-countries


Research papers

United Kingdom

The paper points out that one result of sluggish economic growth in Britain over the past decade has been a similarly slow increase in advertising expenditure. Consequently, funds have been lacking for heavy investment in new media research services,...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Derek Bloom
June 15, 1980
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Citation

Bloom, D. (1980a, June 15). United Kingdom. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/united-kingdom-2016


Research papers

Teen talk: A foreign language?

Young people tend to use advertising quite differently to their elders. They represent a generation which has grown up with increasing exposure to a range of media, which are in their turn becoming ever more sophisticated. The observations in this...

Catalogue: Seminar 1980: Children And Young People
Authors: Mike Sargent, Vivienne Mandel
June 15, 1980
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Citation

Sargent and Mandel (1980a, June 15). Teen talk: A foreign language?. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/teen-talk-a-foreign-language-


Research papers

An experimental study on the impact of television advertising on children

This paper deals with the question if and how television advertising causes changes in the behaviour and attitudes of children. In summer 1979 and in summer 1980 two pilot studies were carried out with the aim of obtaining first results which would...

Catalogue: Seminar 1980: Children And Young People
Authors: Gunther Haedrich, Alfred Kuss
June 15, 1980
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Citation

Haedrich and Kuss (1980a, June 15). An experimental study on the impact of television advertising on children. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/an-experimental-study-on-the-impact-of-television-advertising-on-children


Research papers

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

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

McDonald, C. (1980a, June 15). What is the short-term effect of advertising? . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/what-is-the-short-term-effect-of-advertising-


Research papers

What do we know about how advertising works?

The paper shows clearly that previous advertising theories were too often based on unwarranted assumptions. It raises as questionable many points of view which previously seemed convincing. The emotional, reinforcing roles of advertising are...

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

Joyce, T. (1980a, June 15). What do we know about how advertising works?. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/what-do-we-know-about-how-advertising-works--2021