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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
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Citation

, C. (1976a, April 01). Qualitative research on Macleans toothpaste commercial 'waking up' . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-macleans-toothpaste-commercial-waking-up-


Research reports

Veno's television commercial research

The objectives of this research were to evaluateconsumers' reactions to these films, in an area(London) where 'Bride's Day' had been on air lastyear and the 'Singing Family' hadbeen shown this year, and an area (Brighton) wherethe 15-second...

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

, C. (1976a, April 01). Veno's television commercial research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/veno-s-television-commercial-research


Research reports

Grecian 2000: Qualitative research on alternative commercials

The research was carried out making use of group discussionsin London. The new commercials were presented to each group in adifferent order, with the current commercials always beingpresented last. Respondents were encouraged to ignore asfar as...

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

, C. (1976a, April 01). Grecian 2000: Qualitative research on alternative commercials. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/grecian-2000-qualitative-research-on-alternative-commercials


Research papers

Cinema versus television

This paper presents two studies on intermedia comparison between cinema and television. Research compared overall recall, recall of details - both of sound and image - acceptation and refusal, credibility and the variations of brand image concerning...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Louis Marton
March 1, 1976
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Citation

Marton, L. (1976a, March 01). Cinema versus television. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/cinema-versus-television


Research papers

Setting TV advertising in context

The paper reviews work connecting aspects of the response to TV advertising to the surrounding programme context. New results from the UK are presented suggesting that there is little variation in absence during breaks among the stable viewing...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Tony Twyman
March 1, 1976
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Citation

Twyman, T. (1976a, March 01). Setting TV advertising in context. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/setting-tv-advertising-in-context


Research reports

Qualitative research on Elizabeth Arden Velva moisture film

Haddons W.P.T. has produced a new commercial for theadvertising of Elizabeth Arden Velva Moisture film.The objectives of the research reported here were:1. To ascertain whether or not the endframe of the commercial shouldfeature a reference to retail...

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

, C. (1976a, March 01). Qualitative research on Elizabeth Arden Velva moisture film. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-elizabeth-arden-velva-moisture-film


Research reports

Advertising research on 'Inside Walnut Whip'

A new commercial 'Inside Walnut Whip' has been designedwhich uses a new and different type of approach. Theobjectives of this research were: 1. To examine reactions to it, covering impact,comprehension, and what it says about Walnut Whip;2. To...

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

, C. (1976a, March 01). Advertising research on 'Inside Walnut Whip'. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-research-on-inside-walnut-whip-


Research papers

Weighting reading frequency

We are facing a dilemma: more information is wanted about as many target groups as possible and the quality of media contacts. We know from a number of field experiments that exact figures regarding media coverage largely depend on the design of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Friedrich W. R. Tennstädt
Company: Institut für Demoskopie Allensbach GmbH
March 1, 1976
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Citation

Tennstädt, F. W. (1976a, March 01). Weighting reading frequency . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/weighting-reading-frequency-


Research reports

Qualitative hall test on the Parker Lady commercial

COP produced a commercial featuring the Parker Lady ballpen for the pre- Christmas period. The advertisingobjectives were:1. To reinforce Parker as a maker offine writing instruments; 2. To state that Parker makes high pricedball pens;3. To state...

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

Citation

, C. (1976a, March 01). Qualitative hall test on the Parker Lady commercial. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/qualitative-hall-test-on-the-parker-lady-commercial