Resources Library by ANA

Television media research

This chapter concentrates upon research to measure television audiences in relation to the use of television as an advertising medium. The general principles of audience research discussed here also apply to the measurement of programme audiences and...

Catalogue: Consumer Market Research Handbook

Author: Tony Twyman

August 1, 1986

What you say is what you show, and what you show is what you say

This is ASI's 20th year of testing commercials in Japan and the first part of this paper is concerned with briefly reviewing the early findings of inter-cultural comparisons of advertising research data. In data discrimination or sensitivity, there...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Authors: George Fields, Lorenz C. Andersen

June 15, 1986

Oscar

The paper describes how the two research companies involved set about the project, the kind of results that were obtained, the working system that has been established, and suggests probable implications for the future of outdoor advertising....

Catalogue: Seminar 1986: New Developments In Media Research

Authors: Derek Bloom, Tim S. Bowles

June 15, 1986

A quantified study on what people do during commercial breaks

By using a mostly forgotten research technique of observation, we were able to obtain, in an unorthodox way, a clear insight into how television, including the use of all new technology, is used during the commercial breaks. We were also able to...

Catalogue: Seminar 1986: New Developments In Media Research

Author: Chris Horsley

Company: Bates CHI & Partners

June 15, 1986

A new method for the measurement of the effectiveness of poster campaigns

This paper describes a research-program that started with a check on the execution of poster campaigns. By means of samples drawn from the files of poster sites in the Netherlands each month a number of sites was checked on the presence of posters...

Catalogue: Seminar 1986: New Developments In Media Research

Author: Theo Hess

Company: NIPO

June 15, 1986

Country ways

The original intention of "Coisas da Roga" (Country days) was to have a better understanding of the relationship between rural people in the Brazilian state of Sao Paulo - "country folks", as- they call theirselves - and the big city consumer...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Clarice Herzog, Lea Maria Chagas Cruz

Company: Ogilvy

June 15, 1985

Towards making better new product ads

This paper reviews several recently-published studies, all of which provide practitioners with some research-based guidelines on how to make more effective new product advertising. These studies begin to fill a gap which has existed in the otherwise...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: David W. Olson

June 15, 1985

Decoding medical advertising

This paper describes the use of semiotics as an aid to monitoring competitive activity. We have taken a collection of typical ads appearing in the British Medical Press, and subjected them to a semiological analysis. On this basis we have drawn...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Peter Cooper

Company: QRi Consulting Ltd.

February 27, 1985

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