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Research papers

A new way to measure page-confrontation

This careful study has as its objective to bridge the gap between our knowing someone read an issue of a publication and our knowing he actually faced our advertisement. It begins with a wide- ranging review of the problem and the steps by which the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Jan D. Noordhoff, Johan J. M. van Tulder, Coen C. J. de Koning
June 15, 1980
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Citation

Noordhoff, van Tulder and de Koning (1980a, June 15). A new way to measure page-confrontation. ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/a-new-way-to-measure-page-confrontation


Research papers

Survey on opinion, attitude and voting intention during the 1979 British general election campaign

In the weeks just prior to the British general election of May 1979 Research Services Ltd. conducted a series of four surveys for a London Sunday newspaper, the Observer. In some ways, there was nothing unusual about the four surveys. They were of a...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls
Authors: Michael Warren, Anthony King
June 15, 1980
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Citation

Warren and King (1980a, June 15). Survey on opinion, attitude and voting intention during the 1979 British general election campaign. ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/survey-on-opinion-attitude-and-voting-intention-during-the-1979-british-general-election-campaign


Research papers

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

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

McDonald, C. (1980a, June 15). What is the short-term effect of advertising? . ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/what-is-the-short-term-effect-of-advertising-


Research reports

Consumer attitudes to service in the home

This research shows that there is a casefor national advertising at a corporate level,chiefly to communicate the Prudential as animportant company and therefore to boost the self-image of clients (and probably the self-image of Agents as well). But...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 1, 1980
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Citation

, C. (1980a, February 01). Consumer attitudes to service in the home. ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/consumer-attitudes-to-service-in-the-home


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980
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Citation

Tuck and Harvey (1980a, January 01). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895


Research papers

Services preceding and completing advertising research

This short and early paper begins this book for two reasons. First, it sets out clearly the correct and productive relationship between the scrupulous and concerned researcher and the decision maker. Second, it shows the way an apparently simple...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Börje Lindberg
January 1, 1980
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Citation

Lindberg, B. (1980a, January 01). Services preceding and completing advertising research. ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/services-preceding-and-completing-advertising-research


Research reports

Qualitative research on Frequence shampoo

L'Oreal has a third shampoo to add to the Elseverange, Frequence; a mild shampoo to cope with hairthat is frequently washed. The objectives of the research reported here were: 1. To establish to what degree the points of theadvertising strategy were...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1979
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Citation

, C. (1979a, December 01). Qualitative research on Frequence shampoo. ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/qualitative-research-on-frequence-shampoo


Research papers

Star track

This paper describes the thinking and planning that lay behind the launch of Britain's newest daily newspaper, the Daily Star, and the role played by research in the overall marketing operation. The main research project described in this paper was...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Iain McLellan
November 1, 1979
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Citation

McLellan, I. (1979a, November 01). Star track. ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/star-track


Research papers

Measuring the effectiveness of advertising in the industrial press

As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Cecile Kreweras
November 1, 1979
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Citation

Kreweras, C. (1979a, November 01). Measuring the effectiveness of advertising in the industrial press. ANA - ESOMAR. Retrieved June 28, 2026, from


https://ana.esomar.org/documents/measuring-the-effectiveness-of-advertising-in-the-industrial-press