Resources Library by ANA

Advertising works

Today, we want to share with you some new and exciting advertising research that The Coca-Cola Export Corporation, and Seymour Smith Associates have conducted in the past year. It is new in the sense that it marks the first adaptation of the T-Meter...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Authors: Theodore Nowak, Seymour Smith

Company: The Coca-Cola Company

June 15, 1971

Application of a general model in multi-national marketing planning

The model has behaved well in forecasting total sales in the different countries, and it is noteworthy that it has predicted extremely different sales developments in different countries. Moreover, it will be discussed how its application has...

Catalogue: Seminar 1971: Multi-Country Research

Authors: Oluf T. Damm, Flemming Hansen

June 15, 1971

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: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Robin T. J. Tuck, W. G. B. Harvey

June 15, 1971

Practical frameworks for advertising and research

Some people make a distinction between "advertising theories" and "research models". I am not going to do that. I am interested in theories of persuasion and behaviour which underly both advertising planning and market research. One of the aims of...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Mary Tuck

June 15, 1971

Further thoughts on advertising research

I think seminars are of two kinds - there are those which confirm one's prejudices, and those which enable one to re-organize and rearrange one's prejudices, and I would say that this is certainly of the second kind - that I have rearranged all of my...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Timothy Joyce

June 15, 1971

Report-back from working group IV

There was considerable comment from Group IV arising from discussion with the speakers. But most of it can be condensed under these three headings: 1. Trade; 2. The operational question; 3. Consumer models.

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Robin T. J. Tuck

June 15, 1971

Report back

This seminar revealed the gulf between the passionate non-verbalists who believe structured verbal response is inadequate to describe meaning (for them the Black Box, the Group Discussion, the indirect inference) and those who seem to believe that...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Robin T. J. Tuck

June 15, 1971

Towards an improved reading and noting technique

This experiment has, we believe for the first time, demonstrated that it is possible (in fact without having to "mount eye cameras onto magazines or their readers" to take a technique on which over the years millions of dollars and pounds have been...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Authors: Robert Fletcher, Bill Mabey

June 15, 1971

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