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Research papers

Measuring the effectiveness of advertising in the industrial press

As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Cecile Kreweras
November 1, 1979
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Citation

Kreweras, C. (1979a, November 01). Measuring the effectiveness of advertising in the industrial press. ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/measuring-the-effectiveness-of-advertising-in-the-industrial-press


Research reports

Concept testing for Golden Rail

Previous research into consumer responses to 1978Golden Rail brochure has found negative reactions to the use of McGill type postcards.British Rail and the Agency wish to re-examine consumerresponses to a postcard brochure format as a means of...

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

, C. (1979a, July 01). Concept testing for Golden Rail. ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/concept-testing-for-golden-rail


Research reports

Pyrex roasters and advertising research

In more general terms the opportunity was takenof the research to examine the current positionof Pyrex and the state of attitudes to the brandand its products. Information was sought onthe performance of current Pyrex advertising ontelevision and in...

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

, C. (1979a, April 01). Pyrex roasters and advertising research. ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/pyrex-roasters-and-advertising-research


Research papers

Monitoring advertising cost effectively

The UK is well served by data sources dealing with audience/readership and by others showing comparative sales performance. But most marketing companies look to advertising to perform in several intermediate areas, short of sales. They then measure...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Peter A. Hoyes
September 1, 1978
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Citation

Hoyes, P. A. (1978a, September 01). Monitoring advertising cost effectively. ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/monitoring-advertising-cost-effectively


Research reports

Nutty commercial research

A new campaign has been developed for Nutty whichis currently also on air in some regions. Thiscampaign is based on the theme 'Sit-down to aNutty, Stand-up to the day'. The research was requiredto evaluate the performance and communication ofthis...

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

, C. (1978a, April 01). Nutty commercial research. ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/nutty-commercial-research


Research papers

TV advertising pre-testing

This is a case history of an attempt to use established, non- innovative research techniques to construct a system of T. V. advertisement pre-testing which could provide actionable results. For marketing management the research results must relate...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Roger S. Parkyn
September 1, 1976
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Citation

Parkyn, R. S. (1976a, September 01). TV advertising pre-testing . ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/tv-advertising-pre-testing-


Research reports

Qualitative research on Milk Cinema Advertising

This research was undertaken to ass ess attitudesand responses to current Milk Cinema Advertising,in particular, to investigate:1. Whether the campaign still holds interest,or whether there are any wear-outindications;2. Whether the use of film stars...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1976
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Citation

, C. (1976a, September 01). Qualitative research on Milk Cinema Advertising. ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/qualitative-research-on-milk-cinema-advertising


Case studies

Monitoring the effects of television advertising

This paper describes the advertising monitoring studies carried out to check the effects of the use of television by insurance companies in the U. K. The changes noted on certain well established advertising evaluation measures are particularly clear...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Sue Stoessl, Anne Wicks
June 15, 1976
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Citation

Stoessl and Wicks (1976a, June 15). Monitoring the effects of television advertising. ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/monitoring-the-effects-of-television-advertising


Research papers

Images of press media

The following paper deals with: 1. Description of the phenomenon 'image'; 2. Hypothesis about its effectiveness; 3. Systematical review to the used research instruments in Germany in the last 15 years; 4. Discussion about the conclusiveness of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Klaus P. Landgrebe
March 1, 1976
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Citation

Landgrebe, K. P. (1976a, March 01). Images of press media. ANA - ESOMAR. Retrieved January 23, 2026, from


https://ana.esomar.org/documents/images-of-press-media