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Research reports

Advertising effectiveness study 3100 copier

Rank-Xerox (U.K) Ltd. launched a new, mobile copyingmachine - the 3100 - in Manchester at the beginning ofFebruary 1974. An initial advertisement ran in theCity edition of the "Guardian" at that time and arevised advertisement appeared on March 7th,...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1974

Research papers

Images of press media

The following paper deals with: 1. Description of the phenomenon 'image'; 2. Hypothesis about its effectiveness; 3. Systematical review to the used research instruments in Germany in the last 15 years; 4. Discussion about the conclusiveness of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Klaus P. Landgrebe
March 1, 1976

Research papers

Using consumer panels in media research

This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV and press on the purchase of brands by an upmarket...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Ravi Moorthy, Praveen Tripathi
October 20, 1998

Research papers

Research reports

Qualitative research on Aquasil press advertising concepts

Ciba Geigy has developed a deodorant bathadditive: Aquasil. The product has been launchedon a test market in Southern TV and has gained the second position in the market. A televisioncommercial was used with the launch but the nationalcampaign...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 8, 1973

Research reports

Research report on Phyllosan press advertising

This research was conducted in order to ascertainconsumer reactions to a possible new Press campaign forPhyllosan. The new campaign consisted of 4advertisements on the theme that every older personhas a younger self: in two advertisements the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 12, 1974

Research reports

Brycreem

Four possible approaches for a new press campaign forBrylcreem have been prepared. All are designed toattract men, aged 20-35 years; both users andnon-users of all hairdressings. The strategy of each campaign is to project the imageof...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 15, 1974

Research papers

Press

Press evaluation research has been dominated by readership surveys, which aim to identify audience size, composition and reading habits. This type of research provides information for media buyers, but provides little, if any, insight into overall...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Dave Phillips
June 15, 1991

Research papers

Press advertising revenue

The main influence on gross press advertising revenue is the general health of the economy, as measured by GDP per capita. The same is not TRUE for TV. The size of the commercial audience on TV is limited both by the nature of the medium and by state...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Jane Perry
June 15, 1991