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Research reports

Report on qualitative research on Project 046

The objectives of this research were to examine consumer reactions to:1. 'Napoleon' and 'Josephine' advertisements for Kensitas, with the headline: 'The World 's most valuable coupon';2. A set of new coupon designs for Kensitas;3. Pack designs for...

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

, C. (1970a, May 01). Report on qualitative research on Project 046. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/report-on-qualitative-research-on-project-046


Research papers

Discussant of mr. Collins' paper

I am in the happy position, as discussant, of disagreeing with everything that the speaker has said. My own view of market research, science and most activities is that they contain "ideas" and "observations". "Techniques" are a bridge between the...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Charles W. Clunies-Ross
February 1, 1970
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Citation

Clunies-Ross, C. W. (1970a, February 01). Discussant of mr. Collins' paper. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/discussant-of-mr-collins-paper


Research papers

Researching research the market for TV commercials pre-testing

The Gallup Poll carried out a survey of market researchers early this year. A sample of 54 market research managers from leading advertisers and advertising agencies were interviewed. The objectives of the survey were as follows: 1. To obtain an...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: William Gregory
June 15, 1969
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Citation

Gregory, W. (1969a, June 15). Researching research the market for TV commercials pre-testing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/researching-research-the-market-for-tv-commercials-pre-testing


Research papers

Psychoanalysis for firms lacking a true marketing outlook

Under the cover of terms such as evaluation of advertising policies, marketing plans, motivation studies designed to improve advertising impact or brand image evaluation, business firms often ask consultants to plan and foresee their advertising...

Catalogue: Seminar 1969: Research In Industrial Marketing
Authors: H. Raynaud, Robert M. Worcester, Iginio Lagioni
March 5, 1969
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Citation

Raynaud, Worcester and Lagioni (1969a, March 05). Psychoanalysis for firms lacking a true marketing outlook. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/psychoanalysis-for-firms-lacking-a-true-marketing-outlook


Research papers

How to determine the optimum screening frequency of a movie commercial

The ensuing report deals with the film as an advertising media (movie commercial). It describes a basic experiment thanks to which it was possible, using only a minimum of data, to define and elucidate the phenomenon involved in a movie commercial 's...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: A. Morgensztern
August 1, 1967
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Citation

Morgensztern, A. (1967a, August 01). How to determine the optimum screening frequency of a movie commercial. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-to-determine-the-optimum-screening-frequency-of-a-movie-commercial


Research papers

Problems of advertising research on a new product

Is not yet sufficiently clear that where research and advertising activity are integrated in the desired way, the creative man will not be afraid of suggesting new and effective ways of using the initial results of research, trusting the reliability...

Catalogue: The European Marketing Research Review 1967
Author: Edoardo T. Brioschi
August 1, 1967
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Citation

Brioschi, E. T. (1967a, August 01). Problems of advertising research on a new product. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/problems-of-advertising-research-on-a-new-product


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 April 27, 2024, from


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


Research papers

Conclusive remarks on the last day

When trying to link the results that our group arrived at to the theme of this Seminar, I want to call your attention to the following. I am very content to find that we, while trying to establish the design for the post-test, almost unanimously...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). Conclusive remarks on the last day. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/conclusive-remarks-on-the-last-day


Research papers

Comments on mr. T. C. Lockwood's paper

I would like to comment on Mr. Lockwood's paper. I appreciate his attempt to base his paper upon published empirical evidence. It is not our purpose here to go through a detailed analysis of every statement made by Mr. Lockwood but I would like to...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Jacques E. Andriessens
June 15, 1967
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Citation

Andriessens, J. E. (1967a, June 15). Comments on mr. T. C. Lockwood's paper. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/comments-on-mr-t-c-lockwood-s-paper