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Research papers

The difficulties and practicalities of advertising testing amongst doctors

This short paper is an attempt to outline some considerations, approaches and problems found in researching advertisements aimed at influencing doctors, particularly drawing attention to those problems which occur in new product advertisements....

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: Colin N. Maitland
March 1, 1975
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Citation

Maitland, C. N. (1975a, March 01). The difficulties and practicalities of advertising testing amongst doctors. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/the-difficulties-and-practicalities-of-advertising-testing-amongst-doctors


Research papers

Can research join in the creative process?

In this paper we are presenting a view of what is for us so far the best approach to research in the creative process. We are doing this because we believe there may be many others who work in the same way as we do, more or less by instinct. It may...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: Robin T. J. Tuck, Jill Firth
November 28, 1973
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Citation

Tuck and Firth (1973a, November 28). Can research join in the creative process?. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/can-research-join-in-the-creative-process-


Research papers

Comments on the first session

Comment to the papers presented in the first session of the ESOMAR Seminar: "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Jacques E. Andriessens
June 15, 1973
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Citation

Andriessens, J. E. (1973a, June 15). Comments on the first session. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/comments-on-the-first-session


Research papers

Towards widening the range of concepts used in creative strategies

The argument put forward in this paper and illustrated by examples is that the language in which advertising is discussed and the way in which research methods are often used all tend towards emphasising a limited range of advertising strategies, the...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Tony Twyman
June 15, 1973
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Citation

Twyman, T. (1973a, June 15). Towards widening the range of concepts used in creative strategies. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/towards-widening-the-range-of-concepts-used-in-creative-strategies


Research papers

A simulation model for the development and control of products their packaging and advertising

The Objectives underlying the implementation of the system include: 1. To find out in detail: a) What opportunities exist within a market for new brands; b) How the positioning of current brands should be modified.2. To provide a valid basis (both...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: W. A. K. Frost
June 15, 1971
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Citation

Frost, W. A. (1971a, June 15). A simulation model for the development and control of products their packaging and advertising. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/a-simulation-model-for-the-development-and-control-of-products-their-packaging-and-advertising


Research papers

Breaking through the communication barriers

I will leave to your own historians a summary of the contribution market research has made and confine my remarks to the contribution market research can make. In my opinion your most important contribution can be summed up in a single word, and that...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Russell H. Colley
June 15, 1967
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Citation

Colley, R. H. (1967a, June 15). Breaking through the communication barriers. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/breaking-through-the-communication-barriers


Research papers

The relationship between research and the creative process

Making research play its part not only before and after the creative process, but during the process. Traditionally, research was used to make preliminary studies , then to make tests on the finished advertisement. With the approach which we propose,...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Henri Joannis
June 1, 1966
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Citation

Joannis, H. (1966a, June 01). The relationship between research and the creative process. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/the-relationship-between-research-and-the-creative-process


Research papers

Mathematical models and creative advertising

To produce an effective advertisement for a product or service the creative man needs the following information. 1. Who the advertising is to be aimed at - and the more he comprehends the nature of the target audience, the easier it is for him to...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: P. l. Smulian
June 1, 1966
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Citation

Smulian, P. L. (1966a, June 01). Mathematical models and creative advertising. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/mathematical-models-and-creative-advertising


Research papers

The opportunities and limitations of creative research

My paper is a plea for common sense in creative research. Research can make an enormous contribution to the development of effective advertising, but it remains a rough-and-ready affair for all the apparent sophistication of some of the systems...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: John J. Stork
June 1, 1966
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Citation

Stork, J. J. (1966a, June 01). The opportunities and limitations of creative research. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/the-opportunities-and-limitations-of-creative-research