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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

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

Research papers

Communication or persuasion?

Advertising hasn't a purely informative role. I think we have to accept that in many fields its persuasive role is important - particularly in advertising on social issues. At the same time the real value of advertising lies within the concept of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Julia Ann Burdus
June 15, 1981

Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980

Research reports

Qualitative research into advertising concepts for Lady Braun Elegance

Following on from previous research on advertising approaches for "Lady Braun Elegante" (November 1978Project B498) Braun have developed two further concepts to be tested against the same researchobjectives namely: 1. To convince the target group...

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

Research papers

The evaluation of the drink and drive advertising campaign 1976/1977

This paper presents a detailed case history of the 1976/77 advertising campaign to persuade people in Britain against drinking and driving. It deals firstly with the background to the campaign and the role of research in its development. The main...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Barry Lee, John A. Samuels
September 1, 1978

Research papers

Evaluating social persuasion advertising campaigns

The Central Office of Information is a common service agency which prepares publicity for many Government Departments. The paper is concerned with one part of the C.O.I's activity, namely the mounting of advertising campaigns on matters of social...

Catalogue: Seminar 1977: Social Research
Author: John A. Samuels
December 1, 1977

Research papers

Measuring advertising effect through multidimensional scaling of perceptions and preferences

In this study a multidimensional scaling approach is used in order to determine the effects on the marketplace of an advertising campaign for a menthol cigarette. The design of the study has been one of an experimental nature with one control group...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Sverre Riis Christenben
Company: AIM Create
June 15, 1976

Research reports

Qualitative research on Macleans toothpaste commercial 'waking up'

A new creative strategy has been developed for theadvertising of Macleans toothpaste. The aim of the advertising is to convince the targetaudience thatMacleans makes teeth clean and strong and hence reallyhealthy. The objectives of the research...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1976