Resources Library by ANA

Models of the advertising process

In 1967 I gave a paper with the title "What do we know about how advertising works?" to an ESOMAR seminar on advertising research. That paper queried a number of assumptions about advertising which were then still prevalent: such as advertising as...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Timothy Joyce

June 15, 1991

Marketing communication and consumer involvement

The purpose of this paper is to present some ideas and hypothesis about two theoretical models describing how advertising works : the "learning model" (according to which advertising works on consumer attitudes, which in turn works on consumer...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Jean Michel Agostini, Michel Brulé

Company: BVA Group

June 15, 1991

How do press ads really work and how can we measure their performance more realistically

This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Authors: Wendy Gordon, Andrea Berlowitz

June 15, 1991

SESAME

The main objective of the SESAME study is to answer to some fundamental questions which have been resolved by too "conventional" answers. For example : - What is spending for which objective? - Is there some spending level minimum or maximum? For...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Alain Parodi

June 15, 1991

Over-promise and under-delivery

This paper is in three parts. Part 1 introduces and describes the Strong and Weak theories. Outside observers (both protagonists and antagonists of advertising) and many practitioners believe in the Strong theory. This paper introduces facts...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: John Philip Jones

June 15, 1991

The message is (or may be) the medium... But is certainly not the message!

Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: François Laurent

June 15, 1991

From media exposure to spot ratings

Up to now, the evaluation of media plans as part of an advertising strategy has only been possible at the level of the communication medium. For the medium television, supplementary data concerning the advertising medium, i.e. the spot ratings, are...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Karl Zimmer

June 15, 1991

Advertising pretesting

Advertising affects buyer attitudes to the brand in a number of characteristic ways. The important effects are similar across product types fmcg, durables and services  because brand attitude formation is relatively similar in the unpressured...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Ian D. Greig

June 15, 1991

Using advertising research in the 1990's, putting the horse in front of the cart

Due to the expected changes in the fast moving consumer goods market in the 1990's, in terms of the geographical expansion and increasing brand and media competition, it is assumed that advertising decision risks will be higher than ever before....

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Mansour Elganady

September 1, 1990