Resources Library by ANA

A study into the way women react to television and magazine advertising for the same product

This paper explains why a group of UK magazine publishers choose to conduct research into the way in which magazine advertisements and television commercials interact with each other, in terms of the communication achieved. The research is described...

Catalogue: Seminar 1986: New Developments In Media Research

Author: Alan Smith

June 15, 1986

A multidimensional analysis of consumer preference judgements related to print ads

In this paper we will restrict discussion to print ads and consider methods and models which allow to analyse constructs such as the first affective impression or emotional and/or psychological appeals of print advertisements. These constructs are...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Ingo Böckenholt, Wolfgang GauI

June 15, 1984

Marketing analysis on the basis of consumers' degree of involvement

Consumers' involvement in products considerably moderates their reactions to marketing and advertising stimuli. Involvement has now gained the status of a major parameter to be taken into account in advertising and marketing strategies. Current...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Gilles Laurent, Jean-Nöel Kapferer

Company: IFOP

June 15, 1984

The role of the patient in international research

The paper considers the implications of patients' reactions, attitudes and behaviour in the overall marketing mix for ethical pharmaceutical products. Having considered the patient's influence on the choice and use of drugs, it looks at the use of...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: David S. Mitchell

September 1, 1981

Brain lateralization and individual differences in people's reaction to mass communication

The present paper discusses recent findings regarding brain lateralization and its implications for the study of consumer behaviour. This research suggests a new view of the way in which consumers react to different media and creative solutions. It...

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

Authors: Niels Erik Lundsgaard, Flemming Hansen

June 15, 1981

Star track

This paper describes the thinking and planning that lay behind the launch of Britain's newest daily newspaper, the Daily Star, and the role played by research in the overall marketing operation. The main research project described in this paper was...

Catalogue: Seminar 1979: Publishing And The Communications Industry

Author: Iain McLellan

November 1, 1979

Can product testing predict initial and subsequent consumer acceptance?

This report, therefore, is an account of the experience and opinions of those delegates who felt they had something to contribute - but an account which nevertheless tries to derive some sort of pattern out of their comments.

Catalogue: Seminar 1979: New Product Development

Author: Donald Knight

October 1, 1979

Qualitative research into Lotus Bathrooms

Lotus Bathrooms are considering the introduction offive completely new and unique bathroom suite colours inthe United Kingdom. Lotus Bathroomswished to test the five new colour variants.The objective of the research was: to evaluate in the...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

October 1, 1979

Market research into Pino Silvestre

Pino Sylvestre is currently marketed as both aftershave and an eau de cologne. The brand has an upper-middle market position, and it has a market share of 2-4%. However, focus-group research in the United States reveal edthat although the 'foreign'...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

August 1, 1979