Resources Library by ANA

The effect of past purchase behaviour on consumers' coupon redemption probabilities

Coupons are one form of Sales Promotions which have experienced a dramatic growth in most countries during the past 10 years. Studies conducted by commercial market research companies such as AC Nielsen provide ample evidence of this trend. One...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Pascale G. Quester

June 15, 1991

Press

Press evaluation research has been dominated by readership surveys, which aim to identify audience size, composition and reading habits. This type of research provides information for media buyers, but provides little, if any, insight into overall...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Dave Phillips

June 15, 1991

The meaning of sales promotion to the public

We intend to explain the fundamental behavior of the Italian public with regard to "promotion", "sponsorship" and conventional advertising. The data mentioned in this report derive from: - several Eurisko motivational surveys - a 1990 survey on a...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Giuseppe Minoia, Germano Calvi

Company: GfK

June 15, 1991

The attitude-behaviour relation

The first and central part of this work introduces the history of attitude-behaviour research, focusing upon the endeavour to conceptualize the relation between attitudes and behaviour. Without going too deeply into the particulars of the different...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Stephan Götze

June 15, 1991

Nipo's brand monitor and how advertising works

In this paper we go into the relations between Quality of Advertising, Brand Awareness, Perceived Quality and finally Brand Loyalty, on the basis of the large number of studies we did in this field. Our empirical evidence shows that advertising can...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Leo van Doorn, Jan Stapel

Company: NIPO

June 15, 1991

Maximising communicational effectiveness

All too often there is a gulf between research theory and practice, and market place reality, in what constitutes effectiveness in marketing communications. However, importantly, in bringing the two closer together there are a number of basic...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Peter Holloway

June 15, 1991

The joint effect of several marketing activities

It is rarely possible to study the effect of several marketing factors simultaneously. New media, however, may provide such opportunities. Teleshopping does so, because here sales is linked directly to product, price, advertising, media plans, etc....

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Ole Stenvinkel Nilsson

June 15, 1991

Models of the advertising process

In 1967 I gave a paper with the title "What do we know about how advertising works?" to an ESOMAR seminar on advertising research. That paper queried a number of assumptions about advertising which were then still prevalent: such as advertising as...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Timothy Joyce

June 15, 1991

Marketing communication and consumer involvement

The purpose of this paper is to present some ideas and hypothesis about two theoretical models describing how advertising works : the "learning model" (according to which advertising works on consumer attitudes, which in turn works on consumer...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Jean Michel Agostini, Michel Brulé

Company: BVA Group

June 15, 1991