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Research papers

Adman and Eve

During the past decade, many studies have been published on the manner in which women are portrayed in mass media advertisements. This paper presents data from a research study which focusses on the comparative marketing effectiveness of two styles...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Robert A. Hamilton, Brian Haworth, Nazli Sardar
June 15, 1982
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Citation

Hamilton, Haworth and Sardar (1982a, June 15). Adman and Eve. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/adman-and-eve


Research papers

Techniques for targeting television advertising to product users

The belief in the potential for direct targeting of television advertising has grown out of five years' experience conducting fourteen Commercial Recognition Studies. In total, one hundred and five housewife- targeted commercials, forty five...

Catalogue: Seminar 1982: Improving Media Research
Authors: Sue Stoessl, Suzanne Hatley
June 15, 1982
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Citation

Stoessl and Hatley (1982a, June 15). Techniques for targeting television advertising to product users. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/techniques-for-targeting-television-advertising-to-product-users


Research papers

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
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Citation

Kucera, H. (1982a, June 15). The influence of poster size on recognition scores. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-influence-of-poster-size-on-recognition-scores


Research papers

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
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Citation

Merbold, C. (1981a, October 01). A practical approach to testing worldwide campaigns . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-practical-approach-to-testing-worldwide-campaigns-


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 April 27, 2024, from


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


Research papers
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Citation

D'Estaing , O. G. (1981a, June 15). Address. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/address


Research papers

Beyond the rocking chair

At a recent conference in New York on the issue of age stereotypes, the spokesperson said: "Old people are ugly, decrepit, stupid, forgetful, toothless, sexless after sixty-five, ready to fall off the conveyor belt of life... this is the way the...

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

Bartos , R. (1981a, June 15). Beyond the rocking chair. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/beyond-the-rocking-chair


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 April 27, 2024, from


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


Research papers

Advocacy advertising as a strategy of corporate external communications

Advocacy advertising is a subset of corporate institutional advertising and is concerned with the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the position and interest of the...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: S. Prakash Sethi
June 15, 1981
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Citation

Sethi , S. (1981a, June 15). Advocacy advertising as a strategy of corporate external communications. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advocacy-advertising-as-a-strategy-of-corporate-external-communications