Resources Library by ANA

Too many Indians, not enough schoolgirls?

In 1979 the Trustee Savings Bank was in the throes of its evolution into "the third force in British banking". Part of this change involved the loss of a tax free interest concession on one of its major accounts and a new advertising campaign was...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Gillian S. Greenway, Gerald de Groot

June 15, 1983

Guiding creative people

What we have tried to do is to pull together some of the lessons we have learned, and to describe how we think research should be used to help create effective advertising.

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: David Cowan, Ross Barr

June 15, 1983

Pre-testing with rough prototype commercials

Pre-testing with rough prototype commercials is now an established procedure for U.S. advertisers and agencies. Rough prototypes, of the animatic artwork, still photo or live action "rough cut" variety can be inexpensively produced and evaluated for...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Author: Harold M. Spielman

June 15, 1983

Comparability in the measurement of advertising persuasion

Lego System A/S is pre-testing television commercials and print advertising in their major markets on a continuous basis. Lately, a validated standardised persuasion measure - the BUY(c)TEST - has been used in USA, France, Great Britain, Germany, and...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Arne Krogh Nielsen, Lorenz C. Andersen

June 15, 1983

Can pretesting be validated?

In talking here about pre-testing we are not concerned with decisions about budget setting or about the choice of media, or about the various aspects of campaign scheduling. We are dealing exclusively with content, the design of the advertisements as...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: John Downham, Tony Twyman

Company: Unilever

June 15, 1983

Humanistic advertising

This paper deals with the effects these models and the metaphors they represent have had on research practice. We suggest a new set of models and fresh metaphors to produce research that satisfies the needs of creative people and which more...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Judie Lannon, Peter Cooper

Company: QRi Consulting Ltd.

June 15, 1983

Help

My purpose is to look into the future and speculate on what sort of help we (the creatives) are going to need from you (the researchers). Will we want more from you? Will our needs be different?

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Author: David Barker

June 15, 1983

New thinking versus 'old listening' in creative development research

The argument of this paper is that good listening depends on the thinking that you do before you do the listening and that this is no less trueadv at the stereotypic and evaluative levels of response, which some practitioners and users still dismiss...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Charles Channon, John Siddall

June 15, 1983

Using cumulative pretest experiences to improve the effectiveness of radio commercials

The work reported here is based on a pretesting procedure developed by Radio Recall Research of Homdel, New Jersey, U.S.A. and analyzed by Drs. Sard and Sewall, Over the years pretested radio commercials have been classified on a wide variety of...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Dan Sarel, Murphy Sewall

June 15, 1983