Resources Library by ANA

Are international advertising campaigns possible?

It would seem that traditional methods of advertising research have hardly yet tried to evaluate this problem. Either companies have judged communication needs from market research. A typical source has been cross-country surveys like that of the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Robin T. J. Tuck

September 1, 1972

Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media

Our Basic Research Group was asked to improve decision making on advertising activities by marketing and advertising people by working out model concepts of the process of advertising effects as well as to develop adequate test procedures. Since...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Arthur Juchems

June 15, 1971

Example of application of advertising research (French)

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Marc Vincent

September 1, 1970

Measurement of the competitive pressure of advertising campaigns(German)

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Dieter Müller-Veeh

September 1, 1970

The practical application of package-goods marketing to international travel

It has often been suggested that marketing in the service trades bears no relation to conventional package goods. However, to give one example, there is considerable evidence that the most successful operators in the tourist industry in recent years...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: John R. Williams, Alan Wolfe

Company: Ogilvy

September 1, 1970

Measurement of the competitive pressure of advertising campaigns

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Dieter Müller-Veeh

September 1, 1970

Example of application of advertising research

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Marc Vincent

September 1, 1970

Problems of communicating with and influencing farmers

We are going to talk about mass communication problems not "in the abstract" , but in connection with their background, keeping in mind what we are actually looking for: total development of men and communities.

Catalogue: Seminar 1968: Market Research On Agriculture And Farmers

Author: Noeu Cannat

May 1, 1968

The choice of media (French)

In Section One of this article, entitled "The context of the advertising campaign" we shall show how advertising decisions form part of a series of decisions which may be set forth in the form of a "decision tree", which will make it possible to...

Catalogue: ESOMAR/WAPOR Congress 1967

Authors: Marcel Marc, Patrice Bertier

August 1, 1967