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Research papers

Unravelling the advertising response function

Since 1980 Cadbury Schweppes Australia has been involved with an ongoing programme of advertising research. This paper reports analysis of a data-set of the reactions of target market viewers to 339 finished television commercials using the Viewer...

Catalogue: ESOMAR Congress 1988
Author: Michael F. Cramphorn
September 1, 1988
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Citation

Cramphorn, M. F. (1988a, September 01). Unravelling the advertising response function. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/unravelling-the-advertising-response-function


Research papers

Real-life responses to TV commercials

By concentrating on viewers' attitudes and opinions, and their behaviour under artificial conditions, research on TV ads has overlooked what happens in people's homes during the commercial break. This paper argues for the use of video. It shows how...

Catalogue: ESOMAR Congress 1987
Author: Peter Collett
September 1, 1987
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Citation

Collett, P. (1987a, September 01). Real-life responses to TV commercials. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/real-life-responses-to-tv-commercials


Research papers

Video-recording the viewers in their natural habitat

This paper offers a brief review of the research techniques that are available to the media researcher who is interested in discovering what happens in front of the television. It then describes the C-Box, a piece of equipment which produces a...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Peter Collett
June 15, 1986
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Citation

Collett, P. (1986a, June 15). Video-recording the viewers in their natural habitat. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/video-recording-the-viewers-in-their-natural-habitat


Research papers

Response to magazine and television advertising

This paper picks up the value of media questions on a product survey, a point made earlier in this section. It is also an example of a data bank leading to generalisations. These include comments on the way the two main media work. But in addition to...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Alan Smith
June 15, 1980
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Citation

Smith, A. (1980a, June 15). Response to magazine and television advertising . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/response-to-magazine-and-television-advertising-


Research papers

A dynamic response model

A partial problem at the planning of market communication is to make an optimal media choice. A decision model of an optimal media choice is called a media choice model and the formulation of such a model should take its out spring in an individual...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Lars Grønholdt
June 15, 1980
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Citation

Grønholdt, L. (1980a, June 15). A dynamic response model. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/a-dynamic-response-model


Research papers

Response to magazine and television advertising

A small-scale UK survey among leading advertisers and agencies to find out what research they conduct to evaluate their advertising campaigns is reported upon. The amount of such work was found to be surprisingly high but the amount of effort devoted...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Alan Smith
June 14, 1978
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Citation

Smith, A. (1978a, June 14). Response to magazine and television advertising. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/response-to-magazine-and-television-advertising


Research papers

The market map

In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Are Kvaerk
June 1, 1978
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Citation

Kvaerk, A. (1978a, June 01). The market map. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-market-map


Research papers

Media research beyond the gap

There is a gap between the stimulus which an advertisement offers to the consumer and the response which it evokes; there is a gap between the medium as it is designed by its editorial staff and the medium as it is used by its audience; there is a...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Authors: Douglas Richardson, Tom Corlett
March 1, 1976
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Citation

Richardson and Corlett (1976a, March 01). Media research beyond the gap. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/media-research-beyond-the-gap


Research papers

Setting TV advertising in context

The paper reviews work connecting aspects of the response to TV advertising to the surrounding programme context. New results from the UK are presented suggesting that there is little variation in absence during breaks among the stable viewing...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Tony Twyman
March 1, 1976
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Citation

Twyman, T. (1976a, March 01). Setting TV advertising in context. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/setting-tv-advertising-in-context