Resources Library by ANA

The contribution of research to the planning, budgeting and evaluation of below-the-line activity

In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: David Lowe-Watson

Company: ESSO

June 15, 1971

Advertising pressure (German)

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: S. Geiger, Otmar Ernst

June 15, 1971

Micro-analytic behavioural simulation models (French)

Our objective is to expose and evaluate a particular class of simulation models, on which we have been working for some years and with which we have arrived at operational applications. To keep within the conceptual framework we have drawn, we shall...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Jean-Philippe Faivre

June 15, 1971

Test and physical simulation of schemes directed to the consumers

At a time where Market Testing is criticized for its costs and mathematical modelling is developed, sometimes imprudently, one has not to forget about the potential of Physical Micro Modelling, as well as Physical Simulation. Reason why we have...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Jacques Bonnafont

June 15, 1971

A suggested explanation of the mechanisms of advertising

Advertising communication is not the only form of information available to the public concerning the products and brands offered it. Before attempting to determine how this advertising communication works, let us first place it in the context of...

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

Author: Marcel Marc

June 15, 1971

The choice among media (French)

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Jacques Durand, Marcel Marc

June 15, 1971

Some reflections on the measurement of basic attitudes in a multi-country context

Studying the differences that exist in the patterns of consumption in the different countries it becomes evident, that a number of these differences is hard to explain. To give an illustration: How does one explain that in the Netherlands 98 % of the...

Catalogue: Seminar 1971: Multi-Country Research

Authors: Peter L. F. de Jong, F. Meyers

June 15, 1971

The people and gold

The People and Gold is the title of a consumer research project carried out by InterScan during 1969. The project was concerned with investigating the consumer markets for gold in a number of countries. We took the title from one of the items in the...

Catalogue: Seminar 1971: Multi-Country Research

Author: M. Haines

June 15, 1971

Attitude measurement and behaviour prediction in market research using a priori psychological models of consumer behaviour

This paper reviews the evidence, from social psychology and market research, for the suggestion that from a knowledge of an individual’s attitudes, the individual's behaviour can be predicted. It looks at psychologists' and market researchers'...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Peter Sampson

June 15, 1971