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Videos

TV real-time engagement!

 We present a novel approach to observing the level of engagement of television audiences. We use a device that is similar to a fitness tracker to measure a physiological marker of engagement called heart rate variability (HRV). The device allowed...

Catalogue: Latin America 2019
Authors: Felix Oberholzer, Daniela Novick
April 8, 2019

Research papers

Emotions matter

The central idea of this paper is show emotions and the viewer will buy.Based on a research with 951 TV commercials and 1,361 viewers, theauthors arrived at several conclusions: Feelings on TV is the best way tomake the viewer feel emotions. What...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Ben Decock, Patrick De Pelsmacker
January 1, 2000

Magazines

Marketing and research today (June 1991)

Commercial television has spread across Europe and is now available in virtually every West European country. Print remains the most important single medium in terms of advertising spend. How are these two major mediaperceived by advertisers and...

Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
June 1, 1991

Research papers

Recall and persuasion

Over a two year period the authors have been involved in the development of a new commercial testing system, that brings together, for the first time, measures of on-air recall and persuasion. The system named AD-VISOR, became officially operational...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Patrick G. M. Standen, Stephen Factor
Company: Burke, Inc.
June 15, 1988

Research papers

The commercial communications mix

This paper will discuss trends and issues in the commercial communications mix both at a mega-trend level and more specific in the fields of Advertising, Sales Promotion, Sponsorship, Public Relations, Direct Marketing and Personal selling, sponsored...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Robert Riphagen
Company: Philips International
November 6, 1985

Research reports

Attitudes to Lucozade and Lucozade advertising

The specific objectives for this research were,therefore:1. To examine the current image of Lucozade andany shifts in attitude which may be takingplace especially in relation to recentadvertising and changes in the market;2. To analyze the effects of...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1979

Research reports

Qualitative research on 'Big Softy' commercial at development stage

A new campaign for Kraft Philadelphiacheese was developed by JWT, with the aimof going on the air in Spring 1979. Hence, research was required totest responses to 'Big Softy' and give someindications in regard to the final detailedexecution and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1979

Research reports

Qualitative research into Natwest press advertising

A series of advertisements for the press side ofthe 1979-80 NatWest personal sector campaign hasbeen developed, with the theme:"You 'll find we're only human". This campaign aims to take account of the worriesyoung unbanked people tend to have about...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1979

Research reports

Multiflex commercial pretest

The Prudential is planning to run a commercialfeaturing the new 'Multiflex' policy in a two weekburst at the end of September.The objective of the commercial is to create adegree of interest in the policy among the targetgroup whichcan then be taken...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1979