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Research papers

Creative development

This subject has always been central to the advertising agency researcher. The creative department is the agency’s factory, on which all else depends. The researcher not only supplies some of its raw material, he provides the oil which keeps the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Creative development . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/creative-development-


Research papers

Advertising communication on behalf of a government body

This paper like the last is about Government advertising. This one concentrates on the tone or style of the campaign and on the decision to he serious or lighthearted. It is obviously not as ‘heavy’ in research terms but is as useful as an...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Francois de Montmarin
June 15, 1980
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Citation

de Montmarin, F. (1980a, June 15). 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

How advertisements work

It can be argued that this subject is the most worthwhile for a researcher to work on. It is possible to make major contributions without using the words 'works’ or ‘effective’. However, this concept always underlies all the rest. In a...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
×

Citation

B.V., E. (1980a, June 15). How advertisements work. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/how-advertisements-work


Research papers

Communicating road safety procedures to children

The paper demonstrates the important role research can play in the development of an advertising campaign aimed at children. Following increasing concern about the safety of children on the roads, a detailed set of procedures to guide children across...

Catalogue: Seminar 1980: Children And Young People
Authors: Stephen Ellis, Ned Scott
Company: Ogilvy
June 15, 1980
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Citation

Ellis and Scott (1980a, June 15). Communicating road safety procedures to children. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/communicating-road-safety-procedures-to-children


Research papers

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Friedrich A. Rode
June 15, 1980
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Citation

Rode, F. A. (1980a, June 15). Application of primary surveys and desk research to media planning . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning-


Research papers

Advertising and promotional policy and research on its effectiveness

The subject here is a newspaper, treated not as an advertising medium but as a product to be promoted. The approach is simple and down to earth. The whole cycle is described, from a description of the product and its users to the determination of...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Basilio Riesco
June 15, 1980
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Citation

Riesco, B. (1980a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/advertising-and-promotional-policy-and-research-on-its-effectiveness-


Research reports

Qualitative research on Frequence shampoo

L'Oreal has a third shampoo to add to the Elseverange, Frequence; a mild shampoo to cope with hairthat is frequently washed. The objectives of the research reported here were: 1. To establish to what degree the points of theadvertising strategy were...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1979
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Citation

, C. (1979a, December 01). Qualitative research on Frequence shampoo. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-frequence-shampoo


Research reports

Consumer reactions towards Krackawheat animatics

Earlier this year the agency produced twoadvertising routes based on positioning Krackawh at more directly against Jacob'sCream Crackers, using the proposition thatKrackawheat are the best crackers for eatingwith cheese. This research was undertaken...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1979
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Citation

, C. (1979a, July 01). Consumer reactions towards Krackawheat animatics. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/consumer-reactions-towards-krackawheat-animatics


Research reports

Qualitative pretest of corporate campaign

A corporate advertising campaign for the Prudentialis being developed, which will probably involveTV and Press. This research, however, was only concerned with TV developments. 

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1979
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Citation

, C. (1979a, July 01). Qualitative pretest of corporate campaign. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/qualitative-pretest-of-corporate-campaign