Resources Library by ANA

Post testing and pre testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pretest advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Jan Stapel

Company: NIPO

June 15, 1967

A reassessment of the role of the pre-test in advertising research

What I would like to do is to suggest that ad pre-testing (or "copy-testing") techniques can be simplified considerably and their efficiency greatly improved by a reassessment of the role which the pre-test should play in improving the effectiveness...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Peter A. Rusby

June 1, 1966

Measuring differing tasks in competitive advertising

The main object of this paper is to consider a number of different criteria which can apply when one is attempting to measure advertisements in terms of their effectiveness, and different ways of analysing data in terms of these criteria. In...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Gerald de Groot

June 1, 1966

An experimental evaluation of the impact of advertisements

In analysing the effect of an advertisement there are two distinct criteria for evaluating this effect.:1. The consequences of the impression given; 2. The translation of the advertisement into action by the individual. In the first case, individual...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Herbert Steiner

June 1, 1966

Freedom and control in creative activity

In market research we are all aware of the growing demand for better procedures for creating and testing effective advertising. Manufacturers not unnaturally wish for evidence that their expenditure on advertising will achieve maximum results....

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Peter Tyler

June 1, 1966

An over-all measurement of advertising effectiveness

I am concerned here with an attitude to pre-testing as much as a particular technique. Overall measures of advertisements are needed but it is in this area that the arguments arise. Incidentally, I shall be talking purely in terms of television...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Charles W. Clunies-Ross

Company: Nestlé

June 1, 1966

The seven deadly sins in advertising research

Year after year industry invests ever increasing amounts in advertising, in order to keep up with the great competitive struggle. The sums thus spent go into hundreds of millions. Advertising should and must create advantages in competition. That's...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Herbert Flögel

June 1, 1966

A new method for measuring advertising effectiveness

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Authors: Daniel Adam, John Parfitt

June 15, 1965

Advertisements as a research subject

There may be several reasons for this. Turnover in the advertising industry goes into thousands of millions and the production and placing of advertisements represents the biggest and, proportionately still increasing item in the total expenditure of...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Otto Walter Haseloff

June 15, 1965