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Research papers

Radio sells

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Uwe Domke, Christoph Wild
April 1, 2001

Research papers

Advertising pressure

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: S. Geiger, Otmar Ernst
June 15, 1971

Research papers

Advertising pressure (German)

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: S. Geiger, Otmar Ernst
June 15, 1971

Research papers

Heineken goes mobile in emerging markets

Heineken, one of the world’s largest beer brands, has deep roots in Africa, Algeria, Egypt, Tunisia and The Middle East. In traditional markets like North America and Western Europe, growth rates are stagnant. Emerging markets, like Africa and...

Catalogue: Latin America 2014: Accelerating Growth
Author: Miguel Ramos
Company: Forsta
April 4, 2014

Videos

The icon experiments

This presentation will present the result of some ground breaking primary research exploring the communication power of icons and infographics in both the gathering and communication of research data.

Catalogue: Congress 2015: Revelations
Authors: Adam Frost, Jon Puleston, Satsuki Suzuki, Tobias Sturt
Company: Kantar
June 15, 2015

Research papers

Thresholds in brand awareness

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987
Authors: Gilles Laurent, Jean-Nöel Kapferer
Company: IFOP
September 1, 1987

Research papers

The ADTRAC model for advertising tracking

There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: G. J. Hooley, N. Wilson, P. A. Wigodsky
October 26, 1987

Research reports

Qualitative research on sewing thread for Barnaby & Tarr

The aim of the research is to investigate consumer reaction to the concept of using two different sewings threads according to the type of material. More specifically the objectives of the research are:1. To test awareness of brands and types of...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 8, 1970

Research reports

The continental quilt story

Despite the fact that twenty-five percent of householdshave at least one Continental Quilt in the home thereis very low awareness of brands. This is no doubtdue to the fact that suppliers have relied almostexclusively on price as their major...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1978