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Research papers

What do we know about how advertising works?

The question "how does advertising work?" seems to be raised more and more often in connection with research into advertising. There is increasing awareness that a number of advertising research methods in common use imply very different assumptions...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Timothy Joyce
June 15, 1967
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Citation

Joyce, T. (1967a, June 15). What do we know about how advertising works?. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/what-do-we-know-about-how-advertising-works-


Research papers

Conclusion

I think that this seminar has provided just that, a stimulus for further thinking and research, I think that many of us, if they have not learned a lot, certainly have been awakened, to a number of aspects of the question which preoccupied us all...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Jacques E. Andriessens
June 15, 1967
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Citation

Andriessens, J. E. (1967a, June 15). Conclusion. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/conclusion


Research papers

Post-testing and pre-testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pre-test advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jan Stapel
Company: NIPO
June 15, 1967
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Citation

Stapel, J. (1967a, June 15). Post-testing and pre-testing consumer behavior caused by advertising. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/post-testing-and-pre-testing-consumer-behavior-caused-by-advertising-415


Research papers

The advertisement or the consumer? Which should we examine?

Most of the approaches were instituted when a simple conversion theory of advertising effectiveness was generally accepted. We now, however, have a more sophisticated view of consumer behaviour, and are beginning to accept that advertising may have...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Gerald de Groot
June 15, 1967
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Citation

de Groot, G. (1967a, June 15). The advertisement or the consumer? Which should we examine?. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/the-advertisement-or-the-consumer-which-should-we-examine-


Research papers

Advertising for consumer durable goods

The three main papers of this seminar do not deal explicitly with problems of a conceptual approach of the way advertising for consumer durable works. Dr. Joyce in his paper even expressly disregards the implications of advertising for this class of...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: H. A. van Stiphout
Company: Philips International
June 15, 1967
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Citation

van Stiphout, H. A. (1967a, June 15). Advertising for consumer durable goods. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/advertising-for-consumer-durable-goods


Research papers

Patterns in the ways that advertising works

The paper has been developed as a generalisation of the conditions where certain methods, advice and cautions are in order on the choice and interpretation of research. Two main ideas are brought out: the importance of the product to a person and the...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Charles W. Clunies-Ross
Company: Nestlé
June 15, 1967
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Citation

Clunies-Ross, C. W. (1967a, June 15). Patterns in the ways that advertising works. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/patterns-in-the-ways-that-advertising-works


Research papers

How advertising works

I am delighted to have this opportunity to share opinions with you in a discussion of how advertising works. It is a subject of much discussion and little agreement. A useful starting point in considering how advertising works is to reflect briefly...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Thornton C. Lockwood
June 15, 1967
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Citation

Lockwood, T. C. (1967a, June 15). How advertising works. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/how-advertising-works


Research papers

Some people are more equal than others

I want to express my concern that we should avoid at all costs the error of supposing that advertising only works one way and that the best way to communicate with people and motivate them to action is constant between people and between situations....

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Julia Ann Burdus
June 15, 1967
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Citation

Burdus, J. (1967a, June 15). Some people are more equal than others. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/some-people-are-more-equal-than-others


Research papers

In reply to mr. Stapel

Mr. Stapel has found a positive correlation between recall and behaviour. Now facts are facts and facts are holy. Let's further assume that his interpretation of what he found is correct. Now other researchers have done work on the relationship...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). In reply to mr. Stapel. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/in-reply-to-mr-stapel