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Research papers

Researching print communications

Although we may have entered the era of the microchip, the bulk of communications initiated by corporations and government departments are still print communications. Billions of such communications are issued every year. They are often not as...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: John M. Caffyn
June 15, 1981

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

Research papers

Processing the meaning of stimuli in the absence of stimulus-identification

Because perception is important in the field of advertising, some perceptual phenomena and theoretical insights are discussed, since several misconceptions, mysticisms and controversies seem to exist with regard to 'subliminal perception' and the...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: Mark J. A. Zoon
June 15, 1984

Research papers

TV advertising pre-testing

Early in 1974 Albemarle Market Research were asked by John Player & Sons to conduct a review of TV advertising pre-testing methods and to devise an optimum research solution. The theme of this conference is Research that works for today’s...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Roger S. Parkyn
June 15, 1980

Research papers

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

Research papers

Permission to launch

Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares...

Catalogue: Congress 2018
Authors: Andy Gallagher, Babita Earle
Companies: ZappiStore, Kantar
September 23, 2018

Research papers

A method of evaluating advertising penetration

The title of this expose might possibly be misleading as it does not concern an entirely new method of measuring advertising penetration by some simple formula. It is concerned rather with a process of analysis, using as a basis information which in...

Catalogue: ESOMAR Congress 1964
Author: Claude Matricon
June 15, 1964

Research papers

Testing television advertising using interactive television

This paper introduces several new methods aimed at improving ad testing. The power of interactive television and scientific statistical techniques are leveraged to create a unified methodology to test ads. The methodology makes three specific...

Catalogue: ESOMAR Net Effects 2001
Authors: Joshua D. Clinton, John S. Lapinski
February 11, 2001

Research papers

Qualitative research on new press advertisements for 'Vedra'

A further series of press advertisements have beenprepared by Masius, Wynne Willimas & D'Arcy MacManus to be tested in order to select those tobe used for a follow-up campaign.The objectives of the research reported here were:1. To check out...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 7, 1973