Resources Library by ANA

The creativity factor as an important variable in the understanding of campaign effect

This paper is of interest to researchers and marketers involved in communication strategy - from the development of creative ideas to media planning and tracking: The ultimate goal of the study described in this paper is to demonstrate the value of...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Authors: Lene Hansen, Lorenz C. Andersen

Company: Nielsen

September 1, 1993

Creativity and accountability in international advertising research

Advertising research has always had two objectives: First, to help the creative person sharpen and improve the execution of strategic positioning and ideas. To help him push his imagination as far as the understanding of the consumer will permit....

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Lorenz C. Andersen

June 15, 1988

What you say is what you show, and what you show is what you say

This is ASI's 20th year of testing commercials in Japan and the first part of this paper is concerned with briefly reviewing the early findings of inter-cultural comparisons of advertising research data. In data discrimination or sensitivity, there...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Authors: George Fields, Lorenz C. Andersen

June 15, 1986

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