Resources Library by ANA

Advertising in magazines

The paper presents research findings of Sesame, a survey including hundreds of advertising campaigns in the various media, designed to compare average media effectiveness - and the methodology used for this survey. The results show the specific...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Marc Vincent, Annick Vincent

June 15, 1997

Advertising in magazines is different

The presentation starts with a brief review of the history of our work in the area of synergy in South Africa, and leads into a discussion of why, after successfully replicating the positive results year on year, we suddenly found brands practising...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Barbara Cooke

June 15, 1997

Women's magazines

This paper will summarise the progress made so far in measuring the effect of magazine advertising in the AdTrack study, and will then examine the benefits a major client has received from participation in the study. It has been found that magazines...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Gareth Cooper, Glynis Jones

June 15, 1997

For now we see through a glass darkly

This paper considers developments in international and global marketing communications (marcoms). An international conference held in April 1996 served to identify several issues which appeared to be impacting upon marcoms in a generic sense, and,...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Philip Kitchen

June 15, 1997

The forgotten characteristic of print advertising

It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertisements were tested among readers of women’s...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Vivian Beck

June 15, 1997

Global advertising research approaches

It has taken a relatively short time for Millward Brown to evolve from a small agency in the United Kingdom to our first work in Asian markets in 1987 - a third stage in steady globalization of the company and its research products. Our own research...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Jeremy Green, Terry Willie

Company: KANTAR TNS Malaysia

November 1, 1996

Measuring audience for unaddressed printed matter

More than 21 billion of unaddressed printed matter distributed in France in 1995! In Europe, like in France, unaddressed printed matter is a very special advertising support, thanks as much to the amount distributed in letterboxes, as to the market...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Pierre Calmard, Jacques Braun

Company: Mediametrie

September 1, 1996

Here today, here tomorrow

Historically, brand building has not been a high priority for many wholesale banks. However, in today’s increasingly congested banking environment, it is becoming more and more important for banks to differentiate themselves from the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Christof Buri, Andrew Findlay

September 1, 1996

Justifying our advertising budgets

Two views of paid-for advertising are compared. One is commonly held but unachievable. The other is more realistic. The main aim of advertising is commonly thought to be growth, but this seldom occurs. The more realistic goal is brand maintenance in...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven

June 15, 1996