Resources Library by ANA

Research findings and the creative process

This paper discusses some factors involved in a communication gap between clients and creatives in the development of advertising. It is almost a truism to say that communicating even within the communication industry is more complex these days. One...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Richard S. Halpern, Elizabeth H. Nelson

Companies: The Coca-Cola Company , KANTAR TNS Malaysia

January 26, 1983

The position and role of research within strategic marketing planning

In this paper I will attempt to do two things. First, I will tell you a little bit about strategic planning and how we have approached this extremely difficult subject. Second, I will attempt to position Marketing Research within the context of the...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Richard S. Halpern

Company: The Coca-Cola Company

August 23, 1981

Well, what can we learn from each other?

The intent of this paper is to explore the differences between the U.S. and Europe in terms of the level of research sophistication the use of specific methodologies, the attitudes of researchers in terms of their general orientation and working...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Author: Richard S. Halpern

March 1, 1979