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Research reports

Qualitative research on Quality Street commercials

Quality Street has been advertised for about three years using 'Gang' commercials in which each member of the gang represents a particular sweet. Two commercials have been developed with the intention of changing themessage to convey more about how...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1970
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Citation

, C. (1970a, September 01). Qualitative research on Quality Street commercials . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-quality-street-commercials-


Research papers

The use of motivation and attitude research in formulating advertising strategy

In order to formulate an advertising strategy two requisites have to be present: firstly a way of reasoning taking into account all pertinent elements in an orderly fashion and secondly the proper information to fee this scheme so that it develops on...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: H. Joannis
February 1, 1970
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Citation

Joannis, H. (1970a, February 01). The use of motivation and attitude research in formulating advertising strategy. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-use-of-motivation-and-attitude-research-in-formulating-advertising-strategy


Research reports

Report on programme of research on non-users' attitudes towards banking

The research program was undertaken in order toinvestigate the apparent effectiveness of some proposedadvertising designed to attract people without BankAccounts to a bank at Barclays. About this collection:Peter Cooper (1936-2010) was...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
January 21, 1970
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Citation

, C. (1970a, January 21). Report on programme of research on non-users' attitudes towards banking. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/report-on-programme-of-research-on-non-users-attitudes-towards-banking


Research papers

How useful is proposition testing?

Arguments about proposition testing tend to generate much warmth but relatively little light. The situation remains confused. Among advertisers there is a whole spectrum of views, ranging from firm belief to total disillusionment. Most agency and...

Catalogue: The European Marketing Research Review 1966
Author: Stephen King
August 1, 1966
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Citation

King, S. (1966a, August 01). How useful is proposition testing?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-useful-is-proposition-testing-


Research papers

Planning advertising strategy

Markets are segmented in many ways, most of which do not bear on the advertiser's problem. The objective is to find the one decisive mode. 2. The consumer weaves a whole world of meanings, values and associations around products. Many of these are...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Daniel Yankelovich
June 1, 1966
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Citation

Yankelovich, D. (1966a, June 01). Planning advertising strategy . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/planning-advertising-strategy-


Research papers

Use of periodic quantitative surveys in view of the adjustment of advertising strategies and of a better understanding of the process of advertising action

Advertising as a means of action on human behaviour is quite typical of our age; however, the assumptions we make, the theories we develop in that field, the research we are currently conducting to test the impact of advertising are still deeply...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Alain de Vulpian
June 1, 1966
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Citation

de Vulpian, A. (1966a, June 01). Use of periodic quantitative surveys in view of the adjustment of advertising strategies and of a better understanding of the process of advertising action. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/use-of-periodic-quantitative-surveys-in-view-of-the-adjustment-of-advertising-strategies-and-of-a-better-understanding-of-the-process-of-advertising-action


Research papers

Applications of operations research to the optimal determination of advertising budgets

If we consider th.at O.R. is becoming, day by day, a more and more important subject in advertising magazines and congresses, we can say that the interest in this discipline is spreading successfully also among advertising people. For this reason...

Catalogue: ESOMAR Congress 1964
Author: Gilberto Valentini
June 15, 1964
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Citation

Valentini, G. (1964a, June 15). Applications of operations research to the optimal determination of advertising budgets. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/applications-of-operations-research-to-the-optimal-determination-of-advertising-budgets


Research papers

The illusion of the "image" and the excess power of groups (French)

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Hugh S. Hardy
June 15, 1963
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Citation

Hardy, H. S. (1963a, June 15). The illusion of the "image" and the excess power of groups (French). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-illusion-of-the-image-and-the-excess-power-of-groups-french-


Research papers

The illusion of the "image" and the excess power of groups

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Hugh S. Hardy
June 15, 1963
×

Citation

Hardy, H. S. (1963a, June 15). The illusion of the "image" and the excess power of groups. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-illusion-of-the-image-and-the-excess-power-of-groups