Resources Library by ANA

Market research and its implications at Dagens Nyheter

Dagens Nyheter is the largest morning newspaper in Sweden. The mission of the Marketing Research section is to provide valuable market information for all departments in the company and for advertiser media decisions. A substantial amount of effort...

Catalogue: ESOMAR Congress 1989

Author: Leif Widman

September 1, 1989

Some of the knowledge gained from 10 years experience of advertising monitoring in the building society market in Nordrhein-Westfalen (German)

For 10 years, Infratest has been continuously investigating the relevance of building society advertising for the LBS in North Rhine-Westphalia. It is shown that the question commonly used in such advertising tracking studies is problematic and how...

Catalogue: ESOMAR Congress 1989

Authors: Rolf Pfleiderer, Gunter Luke

June 15, 1989

Quality of exposure and advertising effectiveness

In recent times we notice a worldwide trend in media research to move beyond the vehicle contacts towards exposure to the advertising message. This is an easy task in the case of electronic media, if one believes in meter data. With print media we...

Catalogue: ESOMAR Congress 1988

Author: Rolf Speetzen

September 1, 1988

Unravelling the advertising response function

Since 1980 Cadbury Schweppes Australia has been involved with an ongoing programme of advertising research. This paper reports analysis of a data-set of the reactions of target market viewers to 339 finished television commercials using the Viewer...

Catalogue: ESOMAR Congress 1988

Author: Michael F. Cramphorn

September 1, 1988

The three masks of Eve

The union of these two concerns: growing importance of the woman in the labour and consumption market and the discussion about the representation of the woman in advertising, has led us to prepare this paper which gathers inputs that we received from...

Catalogue: ESOMAR Congress 1988

Author: Jaime Troiano

September 1, 1988

Economic VS. non-economic measures of advertising efficiency

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Sabine Wüst

Company: GfK

June 15, 1988

Meeting the multi-national companies' demands for global advertising research tools

The outcome of the association between McCollum/Spielman and GfK has been a great delight. In addition to-giving us the opportunity to visit Jutland in the dead of winter nd Duseeldorf in the midst of a major snow storm, it has proved a stimulating...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Harold M. Spielman, Hans Heyder

Company: GfK

June 15, 1988

Poster research: From cover and frequency to effectiveness

A committee was set up in Italy in 1981 - its members being the association of companies which run outdoor advertising sites, the main association of advertising agencies and the association of advertising users - with the purpose of promoting...

Catalogue: Seminar 1988: Media And Media Research

Author: Maria Teresa Crisci

Company: DOXA

June 15, 1988

Potential effects of single-source research automation on future brand marketing and advertising research

This work has been undertaken to evaluate the desireability of single- source. In doing so a distinction has been made between:(a) single-source used for target marketing on the basis of data collection techniques(b) single-source used in adlab...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Robert van Gestel, Bill Blyth, Alfred E. Bronner, Maarten Hartsuiker, Dick Valstar

June 15, 1988