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Research papers

The evaluation of the drink and drive advertising campaign 1976/1977

This paper presents a detailed case history of the 1976/77 advertising campaign to persuade people in Britain against drinking and driving. It deals firstly with the background to the campaign and the role of research in its development. The main...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Barry Lee, John A. Samuels
September 1, 1978
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Citation

Lee and Samuels (1978a, September 01). The evaluation of the drink and drive advertising campaign 1976/1977. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-evaluation-of-the-drink-and-drive-advertising-campaign-1976-1977


Research reports

Kronenbourg advertising development research

Saatchi and Saatchi have developed two scripts for the1979 Kronenbourg advertising campaign called 'EuropeanParliament' and 'Cycle Race'. These have beenproduced as narrative tapes which describe and explainthe planned commercials by means of a...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1978
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Citation

, C. (1978a, July 01). Kronenbourg advertising development research. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/kronenbourg-advertising-development-research


Research papers

How to adapt research techniques to design and assess corporate image advertising

Corporate advertising requires a research-based approach just as much as product advertising. A good example is Imperial Chemical Industries Ltd., who have been using this approach in Britain since the 1940's. Following research in 1968, the campaign...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Alan Wolfe
Company: Ogilvy
June 14, 1978
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Citation

Wolfe, A. (1978a, June 14). How to adapt research techniques to design and assess corporate image advertising . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/how-to-adapt-research-techniques-to-design-and-assess-corporate-image-advertising-


Research papers

A corporate campaign case history

This paper deals with the case history of a corporate campaign for Hoechst U.K., the British subsidiary of the German chemical company, Hoechst A.G. Before 1975, corporate advertising for Hoechst U.K. had been an adaptation of an international...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald de Groot
June 14, 1978
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Citation

de Groot, G. (1978a, June 14). A corporate campaign case history. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/a-corporate-campaign-case-history


Research papers

Advertising communication on behalf of a government body

Since 1975, the Roads and Traffic Division has been faced with the problem of a rapid increase in traffic hold-ups at the beginning of the holiday periods. The aim of the Roads Division was thus to obtain a better spread of holiday departures through...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Francois de Montmarin
June 14, 1978
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Citation

de Montmarin, F. (1978a, June 14). Advertising communication on behalf of a government body. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/advertising-communication-on-behalf-of-a-government-body


Research papers

The changing role of advertising campaigns in French market

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Sylvère Piquet
June 14, 1978
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Citation

Piquet, S. (1978a, June 14). The changing role of advertising campaigns in French market . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-changing-role-of-advertising-campaigns-in-french-market-


Research papers

Adding value to a British bank

This paper presents an interim case history of the development of one such campaign for the Midland Bank targeted at the market for new personal accounts in England and Wales. It concentrates on similarities to rather than differences from other mass...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Charles Channon
June 14, 1978
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Citation

Channon, C. (1978a, June 14). Adding value to a British bank. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/adding-value-to-a-british-bank


Research reports

Qualitative research into advertising on Electrolux vacuum cleaners

The current Electrolux campaign has featured 'Katie' as a home tester trying both the 502 upright and the 345 cylinder models. The research was required to identify routes to develop the campaign and to give guidance on the type of information...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 9, 1978
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Citation

, C. (1978a, June 09). Qualitative research into advertising on Electrolux vacuum cleaners . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-advertising-on-electrolux-vacuum-cleaners-


Research reports

Qualitative research into Brooke Bond Dividend 'D' Tea advertising

Brooke Bond Dividend 'D' Tea was relaunched twoyears ago using a television campaign of cameosof people enjoying drinking the tea.The follow-up campaign 'Talking Tea Cups' featured cartoon treatments of teacups in blackand white and was based on the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1978
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Citation

, C. (1978a, April 01). Qualitative research into Brooke Bond Dividend 'D' Tea advertising. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-brooke-bond-dividend-d-tea-advertising