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Research reports

Qualitative research report on TCP 'Tavern' commercial pre-test

A new 15 second commercial for TCP intended for use inthe 1973/74 Winter Campaign has been produced. Althoughthis commercial, is, as yet, only in a pilot form, it wasdecided to pre-test it as it represents a departure fromprevious Winter Campaigns...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 3, 1973
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Citation

, C. (1973a, December 03). Qualitative research report on TCP 'Tavern' commercial pre-test. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/qualitative-research-report-on-tcp-tavern-commercial-pre-test


Research reports

Body Mist advertising research

This research studied the communication of the new BodyMist commercial. The research was in two stages. Thefirst stage quickly examined three films before the advertisements went onair, and a verbal report was made. The second stage ofthe research...

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

, C. (1976a, June 01). Body Mist advertising research. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/body-mist-advertising-research


Research reports

Research on new names for Heinz Custard

Following the development of a new and more economicalrecipe for Heinz Custard it had been necessary to findan alternative name to Heinz Dairy Custard. A range ofpossible names have been put forward and the objectives of this research were to examine...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1977
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Citation

, C. (1977a, March 01). Research on new names for Heinz Custard. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/research-on-new-names-for-heinz-custard


Research reports

Research report on attitudes towards the concept of a pre-wash stain remover

Airwick have the option on a license to market a newproduct, a pre-wash stain remover, and required research toinvestigate consumer reactions to the concept, thus givingan indication of the viability of the product in the marketplace. The principal...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1977
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Citation

, C. (1977a, March 01). Research report on attitudes towards the concept of a pre-wash stain remover . ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/research-report-on-attitudes-towards-the-concept-of-a-pre-wash-stain-remover-


Research reports

Research report on two new countlines

Rowntree Mackintosh has developed two potentialcountlines:1. A chocolate-covered lemon bar with fruit andnuts;2. A ginger bar, similar to a Mars bar.The objectives of this research were: 1. To obtain consumer responses to the lemon barand ginger bar...

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

, C. (1979a, February 01). Research report on two new countlines. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/research-report-on-two-new-countlines


Research reports

Qualitative research into buying and serving packet soup

Knorr is proposing changing its brand to a 1-pintoffering, both to exploit this trend and to avoid a progressive loss of relevance in the market. The primary aim of the research was to gauge theimportance of the 1-pint size vis a vis otherfactors...

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

, C. (1979a, March 01). Qualitative research into buying and serving packet soup. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/qualitative-research-into-buying-and-serving-packet-soup


Research papers

Ads that click

Advertising pre-testing is the process where the potential of an ad is determined in terms of its ability to reach its intended target audience with a brand-recognized message and garner the appropriate response (short term persuasion and/or building...

Catalogue: ESOMAR Conference 2004: Technovate 2
Author: Indivar Kushari
Company: Ipsos MRBI
February 1, 2004
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Citation

Kushari, I. (2004a, February 01). Ads that click. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/ads-that-click


Research papers

Progress in advertising research

The present paper is a review of advertising research primarily using the language of brand advertising although the discussion has more general implications. The aim is to provide some brief statement of the state of the art followed by a critical...

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

Twyman, T. (1981a, June 15). Progress in advertising research. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/progress-in-advertising-research


Research papers

A new pretest for advertisements

There is no general formula for measuring the effectiveness of an advertisement. In pretesting we can just define a series of different functions of an ad and check to what extent they are fulfilled. These functions are:1. The attention effect;2. the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Werner Wyss
June 15, 1963
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Citation

Wyss, W. (1963a, June 15). A new pretest for advertisements . ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/a-new-pretest-for-advertisements-