Resources Library by ANA

The influence of poster size on recognition scores

Due to the fact that advertising for tobacco goods was banned from Austrian TV, the Austrian Tobacco Company (Osterreichische Tabakregie) was forced to carry out its advertising campaigns predominantly by posters. This study is a result of...

Catalogue: Seminar 1982: Improving Media Research

Author: Hubert Kucera

Company: Unabhängiges Meinungsforschungsinstitut INFO GmbH

June 15, 1982

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

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

Experiments in copy-testing

This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is...

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

Author: Heinz Alpers

June 15, 1980

The launching of two special interest magazines

This case tells about the launches of two special interest magazines and the results obtained. These launches were the very opposites to each other. One of the magazines was started very spontaneously on the solid insight and belief of its makers....

Catalogue: Seminar 1979: Publishing And The Communications Industry

Authors: Matti Peltonen, Patrick Elg

November 1, 1979

Qualitative research on 'Big Softy' commercial at development stage

A new campaign for Kraft Philadelphiacheese was developed by JWT, with the aimof going on the air in Spring 1979. Hence, research was required totest responses to 'Big Softy' and give someindications in regard to the final detailedexecution and...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1979

Multiflex commercial pretest

The Prudential is planning to run a commercialfeaturing the new 'Multiflex' policy in a two weekburst at the end of September.The objective of the commercial is to create adegree of interest in the policy among the targetgroup whichcan then be taken...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

July 1, 1979

Qualitative research into Dettol NPD

Reckitt & Colman are interested in developing arange of new products to extend the Dettol franchise. This research means to assess how far they can change images of Dettoland usage patterns either positively or negatively. 

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

July 1, 1979

Complementary of methods in copy-testing

This paper argues that the advance in knowledge about the communication process of advertising has been insufficiently applied in the context of copy-testing methods, in particular of pre-testing methods. It surveys the progress of social...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Piet Vanden Abeele, I. Butaye

June 15, 1979