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Research reports

Commercial testing: Car batteries

The aim of this research was to examine reactions to a new commercial for Exide batteries and to elicit any specific negatives perceived in the commercial. More specifically: 1. To determine the perceived communication of the commercial;2. To...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1970
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Citation

, C. (1970a, July 01). Commercial testing: Car batteries. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/commercial-testing-car-batteries


Research reports

Pilot research on the Guinness advertising campaign

The broad objectives of this research were to assess what the current campaign has communicated about Guinness to non-exclusive Guinness drinkers. The research was prompted by questions about whether the campaign may beconfusing to consumers, and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1971
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Citation

, C. (1971a, May 01). Pilot research on the Guinness advertising campaign. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/pilot-research-on-the-guinness-advertising-campaign


Research papers

How accurately can product purchasing behaviour be measured by recall at single interview?

This paper reports some of the findings of an experimental study which Attwood Consumer Panel housewives in Great-Britain were interviewed (anonymously) on their purchasing behaviour in 12 consumer product fields being measured in the Panel diaries....

Catalogue: ESOMAR/WAPOR Congress 1967
Author: John Parfitt
August 1, 1967
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Citation

Parfitt, J. (1967a, August 01). How accurately can product purchasing behaviour be measured by recall at single interview?. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/how-accurately-can-product-purchasing-behaviour-be-measured-by-recall-at-single-interview-


Research papers

Touch and go

To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and...

Catalogue: Congress 2018
Author: Diana Lucaci
September 23, 2018
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Citation

Lucaci, D. (2018a, September 23). Touch and go. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/touch-and-go-9417


Research reports

VIM liquid

Lever Bros. have developed a new floor cleaner - Vim Liquid - and this product is currently being test-marketed in the Scottish and Grampian T.V. regions. Lintas Ltd. has developed a workshop commercial, to alter the emphasis in the creative...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1970
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Citation

, C. (1970a, July 01). VIM liquid. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/vim-liquid-9764


Research reports

Barclaycard responses

In the Campaign Evaluation Study (Sloare Research),it was found that 32% of all those claiming to recallBarclay advertising replied "Barclaycard" and nothingelse. The purpose of this research was: 1. To isolate respondents who responded...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1973
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Citation

, C. (1973a, June 01). Barclaycard responses. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/barclaycard-responses


Research papers

Difficulties with recall

In this paper we are examining recall, and the value of using some popular methods that are applied with the purpose of gauging its presence or extent, in given situations. Sometimes an advertising campaign is said to be being successful - other...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: J. M. Lannon, Mark R. C. Lovell
August 1, 1967
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Citation

Lannon and Lovell (1967a, August 01). Difficulties with recall. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/difficulties-with-recall


Research papers

A cost-effective way for testing outdoor creatives

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analyzed 116 outdoor campaigns.For each of the campaigns, the following data were available: a photo of the poster, number of sites,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Andraz Zorko
June 20, 2005
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Citation

Zorko, A. (2005a, June 20). A cost-effective way for testing outdoor creatives. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/a-cost-effective-way-for-testing-outdoor-creatives


Research reports

Research on fruit gum advertising in comics

Garland Compton has developed a series of comic strip advertisements for inclusion in children's comics as an extension of the 'Four Minute Smile' television campaign. The series concerns the adventures of Sir Lastalot, a knight of the Rowntrees...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1971
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Citation

, C. (1971a, June 01). Research on fruit gum advertising in comics . ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/research-on-fruit-gum-advertising-in-comics-