Resources Library by ANA

Everyone Has a La La Land

Imagination which as a concept can arguably be traced back to Aristotle's notion of Phantasia (i.e., mentalimages) and its Latin translation, imagination has been historically viewed as having an important role in allforms of thinking. Scholars...

Catalogue: Creativity. Connections. Community.

Author: Sandeep Dutta

Company: SkyTran

July 18, 2022

Breaking the walls between traditional and digital marketing

This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate...

Catalogue: Latin America 2019

Authors: Caio Daier, Rebecca Azevedo, Emiliano Mosca, Liliana Antunes

Companies: Facebook, Kantar

April 7, 2019

Tv advertising effectiveness

The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions

Authors: Raimund Wildner, Klaus Kindelmann

Company: GfK

February 1, 1997

Sales components as functions of advertising

In France, the new product sales forecasting activity has progressively left the area of measurements done in a real environment in favour of simulated test: those tests are usually cheaper, shorter and much more confidential. The main purpose of...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Alain Pioche

Company: Nielsen

June 15, 1988

Competitive advertising effectiveness

The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Peter J. Hayes

February 27, 1985

Advertising research for increased profitability

Selling more units at lower cost is one of the tasks advertising should perform. There is ample proof that advertising, if perceived, if read or listened to and especially if recalled does cause purchasing. Getting consumers to so react to...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Jan Stapel

Company: NIPO

August 23, 1981

Marketing advertising patterns

This paper is based on retail store audits covering the consumer sales movement of 101 established brands of food, household and toiletry products over a seven to ten year period ending 1970-1972. Consumer sales are expressed as a share of market for...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: James O. Peckham

September 1, 1974

Refining methods in advertising research

The subject of this paper is the basic research on the measurement of the effect of advertising on purchasing probability at the pre- and post-test stage for all media advertising which IVE has been carrying out systematically over the last eight...

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

Authors: Astrid Carl-Zeep, Arthur Juchems

August 22, 1971

Comments on T. Nowak's and S. Smith's paper

There are some criticisms and comments we would like to append to our paper. The criticisms are self-directed, since I feel that we may not have fully communicated some elements of the T-Meter technique.

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

Author: Seymour Smith

June 15, 1971