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Research papers

Reading behaviour reconsidered

It is in the interests of the advertisers and media owners to know about reading behaviour - either in relation to specific advertisements or with regard to entire media. The problem is that widely-used methods of collecting data relating to reading...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Robert Fletcher
June 15, 1969

Research papers

Infrastructure for the collection of data without coding (French)

The swift adaptation of digital computer programs and languages to public opinion poll data processing has revolutionized the working methods of market research firms. However, while the data processing methods have undergone radical changes, the...

Catalogue: ESOMAR Congress 1968
Author: Theodore Tatarczuk
June 15, 1968

Research papers

Infrastructure for the collection of data without coding (IPSISCO)

The swift adaptation of digital computer programs and languages to public opinion poll data processing has revolutionized the working methods of market research firms. However, while the data processing methods have undergone radical changes, the...

Catalogue: ESOMAR Congress 1968
Author: Theodore Tatarczuk
June 15, 1968

Research papers

The selection of market research executives

Although systematic personnel selection procedures have been shown to improve efficiency in many organisations which have introduced them, market research firms and departments have been slow to make use of these management techniques. This may be...

Catalogue: ESOMAR Congress 1966
Author: Ian R. Haldane
September 1, 1966

Research papers

The co-ordination of the research and creative functions in a large advertising agency

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Mick Williamson, Julia Ann Burdus
Company: Ogilvy
June 1, 1966

Research papers

An over-all measurement of advertising effectiveness

I am concerned here with an attitude to pre-testing as much as a particular technique. Overall measures of advertisements are needed but it is in this area that the arguments arise. Incidentally, I shall be talking purely in terms of television...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Charles W. Clunies-Ross
Company: Nestlé
June 1, 1966

Research papers

The Delta Copy Test I

The Delta Copy Test deals with a problem, which is bound to come up regularly in the process of creating a well-planned advertising campaign if the responsible team happens to have a clear understanding of the difference between the purchase...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Ulrich Jetter
June 15, 1965