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Research reports

Qualitative research report on TCP 'Tavern' commercial pre-test

A new 15 second commercial for TCP intended for use inthe 1973/74 Winter Campaign has been produced. Althoughthis commercial, is, as yet, only in a pilot form, it wasdecided to pre-test it as it represents a departure fromprevious Winter Campaigns...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 3, 1973
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Citation

, C. (1973a, December 03). Qualitative research report on TCP 'Tavern' commercial pre-test. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/qualitative-research-report-on-tcp-tavern-commercial-pre-test


Research reports

Qualitative research on Dairy Box development

Rowntree Mackintosh is considering introducing a newfilled product to be sold as a countline in the upper 10p. price bracket. The major objective was to establish which of the two alternative versions was the most attractive. About this...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 3, 1973
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Citation

, C. (1973a, October 03). Qualitative research on Dairy Box development. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-dairy-box-development


Research reports

Fishburgers placement test

Following encouraging reactions in qualitative research(CRAM 929, February 1973) to the Potato flake CoatedPattie, the product was improved in the light ofdetailed consumer criticisms. The present researchwas designed to provide a quantified...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 23, 1973
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Citation

, C. (1973a, August 23). Fishburgers placement test. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/fishburgers-placement-test


Research papers

From research to creation

The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and...

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

Joannis, H. (1973a, June 15). From research to creation. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/from-research-to-creation


Research papers

Promise nipped in the bud

BP Trading Ltd. decided in 1970 to embark upon an advertising campaign, initially in Europe, designed to create a more favourable image for BP amongst authoritative opinion-formers or media communicators, to influence purchasing decisions in BP's...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: Robert Adams, Mark R. C. Lovell
June 15, 1973
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Citation

Adams and Lovell (1973a, June 15). Promise nipped in the bud. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/promise-nipped-in-the-bud


Research reports

Communications testing- New label designs

The purpose of this research was to assess the present the imagery of Trex Oil vis-a-vis other competitive brands; todiscuss the differential impact of the two new labels and the extent to which these labels communicate the key elements ofthe...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 9, 1973
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Citation

, C. (1973a, April 09). Communications testing- New label designs. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/communications-testing--new-label-designs


Research papers

Refining methods in advertising research

The subject of this paper is the basic research on the measurement of the effect of advertising on purchasing probability at the pre- and post-test stage for all media advertising which IVE has been carrying out systematically over the last eight...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Astrid Carl-Zeep, Arthur Juchems
August 22, 1971
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Citation

Carl-Zeep and Juchems (1971a, August 22). Refining methods in advertising research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/refining-methods-in-advertising-research


Research reports

Pre-testing of Maclemon press advertising

The general objectives of this research were to examine consumer responses to some new Press Advertising for MacLemon. Examples of three different campaigns were included in the research. Specific objectives of the research were to assess:1. Consumer...

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

, C. (1971a, August 01). Pre-testing of Maclemon press advertising . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/pre-testing-of-maclemon-press-advertising-


Research papers

Report-back from working group III

There were four main points which emerged: 1. Disagreement with the view that "a brand is never the same after a price-off promotion"; 2. The need to define clearly the objectives of a particular promotion; 3. A discussion of the merits of...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Elizabeth Fallaw
June 15, 1971
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Citation

Fallaw, E. (1971a, June 15). Report-back from working group III. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/report-back-from-working-group-iii