Resources Library by ANA

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: Marc Vincent, José-Maria Riera Vidal

Company: Nestlé

June 15, 1981

Application of a new theory to allow a better definition, control and measurement of advertising strategies

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done.2....

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Marc Vincent

November 28, 1973

Advertising strategy and media mix under control

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987

Author: Marc Vincent

September 1, 1987

Conot

We intend to show how CONOT a new tool aiming to measure connotations be usefully applied to brand evaluation and strategy. We currently wonder which words, concepts, feelings would be evoked in people’s minds by a stimulus - a word, group...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Authors: Marc Vincent, Annick Vincent

June 15, 1992

Experience of qualitative media research in Spain

Various qualitative media research conducted, mainly from 1972 give some insight about relevant variables to be considered in present media strategy and in future media research. Our experience in qualitative media research include two main pieces of...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Marc Vincent

March 1, 1976

Advertising in magazines

The paper presents research findings of Sesame, a survey including hundreds of advertising campaigns in the various media, designed to compare average media effectiveness - and the methodology used for this survey. The results show the specific...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Marc Vincent, Annick Vincent

June 15, 1997

Example of application of advertising research (French)

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Marc Vincent

September 1, 1970

The recognition and systematic study of phenomena of diffusion or contagion

We propose to examine the methods of approach which have up to now constituted the bases of the leading work done in this field. We shall then demonstrate how this phenomenon is generally taken into account when it lies in each of the three great...

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

Author: Marc Vincent

June 15, 1971

The recognition and systematic study of phenomena of diffusion or contagion (French)

We propose to examine the methods of approach which have up to now constituted the bases of the leading work done in this field. We shall then demonstrate how this phenomenon is generally taken into account when it lies in each of the three great...

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

Author: Marc Vincent

June 15, 1971