Resources Library by ANA

Pre-testing advertisements at early stages of campaign development

I am going to talk first of all about a measure we have used to pre-test commercials at early stages of their development and then I'm going on to suggest how it might be possible to use this method to assess techniques used for evaluating finished...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: P. A. Hoyes

Company: Ogilvy

June 1, 1966

The opportunities and limitations of creative research

My paper is a plea for common sense in creative research. Research can make an enormous contribution to the development of effective advertising, but it remains a rough-and-ready affair for all the apparent sophistication of some of the systems...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: John J. Stork

June 1, 1966

Market research in the development of advertising for new products

I must tread warily therefore in addressing a gathering of distinguished market researchers on their own subject. So in dealing with the use of market research in the development of advertising for new products, I certainly do not intend to discuss...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: John C. Dunkley

June 1, 1966

Integration of "industrial" and "consumer" marketing research

A small survey consisting of a total of 189 unstructured, personal interviews was carried out over a period of six months (September 1964 - February 1965) with manufacturers of industrial goods (at Board level and market researcher level), consumer...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Henk L. Bos

June 15, 1965

The measurement of pupil dilation as a market research tool

This paper is intended to serve as an introduction to a technique that is relatively new to the market research world. It will explain the essential mechanism of pupil change, and describe the equipment and the experimental conditions that are...

Catalogue: ESOMAR/WAPOR Conference 1965

Authors: Günter König, Carmen Lakaschus, Mark R. C. Lovell

June 15, 1965

Red herrings in advertising research

Much of the advertising research being carried out today defines - whether explicitly or implicitly - the effectiveness of an advertisement in terms of memorability , believability or other factors. Such advertising research is based on assumptions...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Paul Howard Berent

June 15, 1965

Significativity of the persuasion degree in the judgements expressed in the interviewing process, and a procedure for measuring it

The problem of evaluating judgements obtained by questioning is an open one. If such Judgements are to be used as a basis for market policy decisions, we must be certain they are valid. They must be differentiated and analysed. This should be based...

Catalogue: ESOMAR Congress 1964

Author: Herbert Flögel

June 15, 1964

Studies in readership

This study is of very much wider interest than the title might suggest. Although the study was in fact a critical investigation of the methods currently used in the National Readership Survey conducted in the United Kingdom by the Institute of...

Catalogue: ESOMAR Yearbook 1962-1963

Author: ESOMAR B.V.

August 1, 1963

Research into housewife shopping patterns in Great Britain

The purpose of my paper is to discuss certain research, with which I have recently been concerned, into housewife shopping patterns in Great Britain. By shopping patterns, I mean the number and types of shops which the housewife uses to buy different...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems

Author: Peter A. Rusby

June 15, 1962