Resources Library by ANA

AD*VANTAGE/AC-T

This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials,...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Uwe Munzinger, Karl Georg Musiol

Company: GfK

June 15, 1988

Beyond pretesting advertising

We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Karl-Georg Muslol, Uwe Munzinger

Company: GfK

June 15, 1988

Recall and persuasion

Over a two year period the authors have been involved in the development of a new commercial testing system, that brings together, for the first time, measures of on-air recall and persuasion. The system named AD-VISOR, became officially operational...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Patrick G. M. Standen, Stephen Factor

Company: Burke, Inc.

June 15, 1988

The use of the buy test technique to evaluate new advertising campaigns in Arab countries

In the rapidly evolving marketing environment in the Middle East, the communication process is becoming increasingly important and hence so is the need to evaluate the efficiency of an organisation's communication activities. The BUY TEST is an...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Randa Kronfli, Dafni Theophylactou

Company: MEMRB

June 15, 1987

Processing the meaning of stimuli in the absence of stimulus-identification

Because perception is important in the field of advertising, some perceptual phenomena and theoretical insights are discussed, since several misconceptions, mysticisms and controversies seem to exist with regard to 'subliminal perception' and the...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Author: Mark J. A. Zoon

June 15, 1984

A practical approach to testing worldwide campaigns

A user reports on the problems encountered in analysing the international advertising campaigns of a major industrial concern, and the solutions that were found. Increased export trade and the growing importance of worldwide production (and its...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Claus Merbold

October 1, 1981

Researching print communications

Although we may have entered the era of the microchip, the bulk of communications initiated by corporations and government departments are still print communications. Billions of such communications are issued every year. They are often not as...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: John M. Caffyn

June 15, 1981

TV advertising pre-testing

Early in 1974 Albemarle Market Research were asked by John Player & Sons to conduct a review of TV advertising pre-testing methods and to devise an optimum research solution. The theme of this conference is Research that works for today’s...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Roger S. Parkyn

June 15, 1980

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