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Research papers

Response to magazine and television advertising

This paper picks up the value of media questions on a product survey, a point made earlier in this section. It is also an example of a data bank leading to generalisations. These include comments on the way the two main media work. But in addition to...

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

Smith, A. (1980a, June 15). Response to magazine and television advertising . ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/response-to-magazine-and-television-advertising-


Research papers

A study of the effects of printing quality on the readers' perceptions of magazine advertisements

Advertisers and agencies pay considerable attention to the quality of colour reproduction in print advertisements.This paper is concerned with the extent and manner in which inevitable variations in reproduction between different magazines, caused by...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Alan Smith
March 1, 1976
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Citation

Smith, A. (1976a, March 01). A study of the effects of printing quality on the readers' perceptions of magazine advertisements. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/a-study-of-the-effects-of-printing-quality-on-the-readers-perceptions-of-magazine-advertisements


Research papers

Learning more about planning for marketing efficiency

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions. The paper outlines a proposal which...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Author: Alan Smith
June 18, 2003
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Citation

Smith, A. (2003a, June 18). Learning more about planning for marketing efficiency . ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/learning-more-about-planning-for-marketing-efficiency-


Research papers

Integrated marketing communications starts with print plus television

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrated marketing communications, with special...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Alan Smith
June 15, 1997
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Citation

Smith, A. (1997a, June 15). Integrated marketing communications starts with print plus television. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/integrated-marketing-communications-starts-with-print-plus-television


Research papers

Tracking the shampoo market

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Alan Smith
June 15, 1981
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Citation

Smith, A. (1981a, June 15). Tracking the shampoo market. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/tracking-the-shampoo-market


Research papers

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Alan Smith
June 15, 1991
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Citation

Smith, A. (1991a, June 15). The media multiplier and the growing significance of scanner data. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/the-media-multiplier-and-the-growing-significance-of-scanner-data


Research papers

Proof of performance

This report is based on a study of month-by-month brand share movements for twenty leading packaged goods brands - consisting of ten top magazine-only and ten top mixed magazine and television advertisers - over a two year period, and used an...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Alan Smith
June 15, 1997
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Citation

Smith, A. (1997a, June 15). Proof of performance. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/proof-of-performance


Research papers

Better planning by improved learning from campaign tracking research

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Alan Smith
October 20, 1998
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Citation

Smith, A. (1998a, October 20). Better planning by improved learning from campaign tracking research. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/better-planning-by-improved-learning-from-campaign-tracking-research


Research papers

Examining the communication properties of interlinked print and television advertisements

This paper describes a second UK project designed to extend our understanding of how print advertisements and television commercials interact with each other, in communication terms. A previous study along the same lines was the subject of a paper...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Alan Smith
June 15, 1990
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Citation

Smith, A. (1990a, June 15). Examining the communication properties of interlinked print and television advertisements. ANA - ESOMAR. Retrieved March 20, 2023, from


https://ana.esomar.org/documents/examining-the-communication-properties-of-interlinked-print-and-television-advertisements