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Research papers

What is the market researcher doing in an advertising agency?

The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Paul Howard Berent
June 15, 1965
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Citation

Berent, P. H. (1965a, June 15). What is the market researcher doing in an advertising agency?. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/what-is-the-market-researcher-doing-in-an-advertising-agency-


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 December 11, 2023, from


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


Research papers

Experiments in comparative content of copy-test

Let list all the copy-test methods which we Included in our research programme. One of the methods has been used since 1961 in our agency, the other tests are such offered by market research institutes as standardised methods. The tests described in...

Catalogue: ESOMAR Congress 1964
Author: Heinz Alpers
September 7, 1964
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Citation

Alpers, H. (1964a, September 07). Experiments in comparative content of copy-test. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/experiments-in-comparative-content-of-copy-test


Research papers

A new pretest for advertisements

There is no general formula for measuring the effectiveness of an advertisement. In pretesting we can just define a series of different functions of an ad and check to what extent they are fulfilled. These functions are:1. The attention effect;2. the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Werner Wyss
June 15, 1963
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Citation

Wyss, W. (1963a, June 15). A new pretest for advertisements . ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/a-new-pretest-for-advertisements-


Research papers

Advertising research (French)

This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very...

Catalogue: ESOMAR Conference 1960
Author: Enrico Zanelli
Company: ESSO
June 15, 1960
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Citation

Zanelli, E. (1960a, June 15). Advertising research (French). ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/advertising-research-french-


Research papers

Advertising research

This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very...

Catalogue: ESOMAR Conference 1960
Author: Enrico Zanelli
Company: ESSO
June 15, 1960
×

Citation

Zanelli, E. (1960a, June 15). Advertising research. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/advertising-research-89