Resources Library by ANA

Evaluation

Introductory paragraph to "Evaluation" section of the book "Market researchers look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980

Using market research in campaign planning

This brief "compte rendu" shows us how little has changed in over thirty years. Its first sentence must have been repeated in different ways in every country and in every succeeding year: because advertising costs are particularly high, even greater...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Pierre Devrient

June 15, 1980

How research can help the creative man in advertising

This report of a discussion nearly thirty years ago contains more questions than answers. Would it he so different today ? It begins promisingly, with a creative man asking the questions. He breaks down the problem into the same three stages as in...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: H. Jones, Graeme Cranch, Henry Durant

June 15, 1980

How advertisements work

It can be argued that this subject is the most worthwhile for a researcher to work on. It is possible to make major contributions without using the words 'works’ or ‘effective’. However, this concept always underlies all the rest. In a...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980

Communicating road safety procedures to children

The paper demonstrates the important role research can play in the development of an advertising campaign aimed at children. Following increasing concern about the safety of children on the roads, a detailed set of procedures to guide children across...

Catalogue: Seminar 1980: Children And Young People

Authors: Stephen Ellis, Ned Scott

Company: Ogilvy

June 15, 1980

Advertising and marketing research

Case histories written by manufacturers are always more direct than those by advertising agencies or research suppliers: fewer axes are being ground. Case histories have more personality than abstract listings of factors or methods. So this early...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Philippe De Vendeuvre

June 15, 1980

Experiments in copy-testing

This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Heinz Alpers

June 15, 1980

Advertising information systems

This paper focuses on the design and implementation of an advertising information system. It is based on experience of IMS since 1969 in creating a multi-data base, multi- user interactive advertising and marketing information service. Topics to be...

Catalogue: Seminar 1980: Information Systems In Action

Authors: Leon Liebman, Daniel Olasin

June 15, 1980

Practical frameworks for advertising and research

Not many researchers started as copywriters. And few of these can be as lucid about research as is the following paper. An historical and practical review of advertising theories sets the scene. It reminds us that methods which worked in one...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Mary Tuck

June 15, 1980