Resources Library by ANA

Qualitative research on Fly-Tox short life evaporator

Ciba-Geigy is intending to launch a new variant ofFly-Tox. Five advertising approaches for Fly-Tox 42 have beenproduced.About this collection:Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International,...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 21, 1973

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

Reader magazine relationship and advertising effectiveness

The attitude of a magazines' selection by the reader himself indicates a system of preferences towards specific magazines based on values, which are not to be explained by reading probabilities only and which finally could be explained by...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Dieter Müller-Veeh

March 1, 1976

Advertisement post tests in magazines

This paper describes the methods of measuring the effectivity of ads in print media after their insertion, in the competitive environment . The traditional methods for measuring physical contacts are recognition and recall. A discussion of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Eva Maria Hess

Company: Media Markt Analysen GmbH & Co. KG

March 1, 1976

How consumers assess the value of advertising

This presentation proposes that advertising be evaluated in terms of its perceived value to consumers. The discussion is divided into four sections. In the first, some notions about consumer behavior that form the rudiments of a theoretical...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Robert H. Ducoffe

June 15, 1995

Advertising effect modelling

Measuring and modelling advertising effectiveness have attracted considerable attention from researchers and practitioners. This paper presents development, testing and applications of a new market model for advertising effect. It represents an...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Lars Grønholdt

November 11, 1996

Experience gained in a multistage verbal panel survey (German)

The task of the panel study was to measure changes in consumer attitudes towards various brands and to check in how far positive changes, conceptual and behavioural, may be ascribed to the influence of advertising. The advantage of the panel...

Catalogue: ESOMAR Congress 1968

Author: Peer Müller-Grote

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1968

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

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Tony Twyman

June 15, 1980