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Research papers

Pupil response as a means of evaluating television commercials

Today we are reporting on the first test carried out in England. For those of you who are unfamiliar with the basis of pupil response I will describe it very briefly. The technique is based on the fact that in constant light conditions the pupil of...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Gareth Johns, Jack Potter
June 1, 1966
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Citation

Johns and Potter (1966a, June 01). Pupil response as a means of evaluating television commercials. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/pupil-response-as-a-means-of-evaluating-television-commercials


Research papers

Telpex research

'Telpex' research is a fast low-cost method of pre-testing tv advertisements, ideas for tv campaigns and and ideas for new products. The technique has been developed by the London Press Exchange Ltd. and has been used successfully for more than a...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: John M. Caffyn
June 15, 1965
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Citation

Caffyn, J. M. (1965a, June 15). Telpex research. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/telpex-research


Research papers

Aided recall in television research

In the audience research field a large experimental study is being carried out by TAM in conjunction with the committee controlling the British television industry's research. One of the aims of the study is to compare aided recall results with...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Authors: D.N. Monk, Andrew S. C. Ehrenberg
June 15, 1961
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Citation

Monk and Ehrenberg (1961a, June 15). Aided recall in television research. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/aided-recall-in-television-research


Research papers

Some aspects of research into the levels of attention paid to television programmes

The purpose of the first pilot study was to establish that an enquiry into attention levels of the type envisaged would be practicable and that meaningful results could be obtained. 200 interviews were completed with housewives in I. T. V. homes in...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Authors: John Treasure, Bryan A. Bates
June 15, 1961
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Citation

Treasure and Bates (1961a, June 15). Some aspects of research into the levels of attention paid to television programmes. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/some-aspects-of-research-into-the-levels-of-attention-paid-to-television-programmes


Research papers

The child audience for radio and television

Broadcasting lays an adult world open to any child who can turn a switch, displaying this world effortlessly, vividly and for the-most part uncritically. The more television takes over from radio as the main broadcasting medium, the greater the...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Frederic H. Littman
Company: British Broadcasting Corporation (BBC)
June 15, 1961
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Citation

Littman, F. H. (1961a, June 15). The child audience for radio and television. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/the-child-audience-for-radio-and-television


Research papers

Some implications of a recent study of the comprehension of television programmes (French)

I should like first to mention a few provisional findings from some studies of the impact of particular television programmes on which I have been engaged in Oxford over the last four years, and then to consider their implications when it comes to...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Joseph Trenaman
June 15, 1959
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Citation

Trenaman, J. (1959a, June 15). Some implications of a recent study of the comprehension of television programmes (French). ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/some-implications-of-a-recent-study-of-the-comprehension-of-television-programmes-french-


Research papers

Measuring the impact of television programmes (French)

Much of the work of measuring the impact of television consists of measuring the extent to which the viewers enjoy what they choose to view. There are two main systems of measuring reaction to television programmes. The first is to "rate" the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: B. P. Emmett
June 15, 1959
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Citation

Emmett, B. P. (1959a, June 15). Measuring the impact of television programmes (French). ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/measuring-the-impact-of-television-programmes-french-


Research papers

Some implications of a recent study of the comprehension of television programmes

I should like first to mention a few provisional findings from some studies of the impact of particular television programmes on which I have been engaged in Oxford over the last four years, and then to consider their implications when it comes to...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Joseph Trenaman
June 15, 1959
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Citation

Trenaman, J. (1959a, June 15). Some implications of a recent study of the comprehension of television programmes. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/some-implications-of-a-recent-study-of-the-comprehension-of-television-programmes


Research papers
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Citation

Schmidtchen, G. (1959a, June 15). Measuring the effects of mass-communication. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/measuring-the-effects-of-mass-communication