Resources Library by ANA

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Alan Branthwaite, Rosi Ware

Company: KANTAR TNS Malaysia

September 1, 1997

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Rosie Riley, Aurora Yasuda

Companies: KANTAR TNS Malaysia, IBOPE Inteligencia

May 1, 1995

Measuring the effectiveness of twin commercials as a way of standing out amidst the clutter

Twin Commercials are rapidly becoming popular in the Netherlands as a way of coping with clutter. A theoretical framework justifying the use of Twin Commercials hardly exists. What is really needed is research into the effect of repetition within...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: John H. Faasse

May 1, 1994

Copy research... who needs it?

This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking "expert opinion” as sometimes suggested by people in the...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mahmoud Aboul-Fath

Company: Procter & Gamble

January 1, 1994

The creativity factor as an important variable in the understanding of campaign effect

This paper is of interest to researchers and marketers involved in communication strategy - from the development of creative ideas to media planning and tracking: The ultimate goal of the study described in this paper is to demonstrate the value of...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Authors: Lene Hansen, Lorenz C. Andersen

Company: Nielsen

September 1, 1993

The local creative spirit

Creativity as a new approach to a problem's solution is a function of the past and the present. Foreign investors therefore need the courage to let local people create the advertising and let them judge the quality of creativity.

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Mariann Wenckheim

June 15, 1993

Two cultures meet and create a third

Each of us has developed her own form of expertise separately, in resonance with the main product areas she works for, i.e. functional products for Barbara and fine fragrances for Olwen. Recently, we have come to feel that the market demands a closer...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Authors: Olwen H. Wolfe, Barbara Busch

June 15, 1991

Shifting the scene, shifting focus

Innovation is the key word of the nineties. As changes take place in rapid succession, greater demands will be made on the innovative capabilities of organizations. Innovation is not only needed in the field of product development and the creation of...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Author: Sandra Minnee

June 15, 1990

Japanese lifestyle, life models and applications to creative concepts

This paper attempts to describe changes in the Japanese lifestyle focusing on the idea of life images pursued by consumers and suggests a life image to develop creative concepts. The Japanese lifestyle has been strongly affected by the social and...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Hiroe Suzuki

Company: Dentsu Macromill Insight

June 15, 1990