Resources Library by ANA

Analysing relationship between advertising and marketing data

This paper describes the structure and main features of a tool aiming at understanding the role played by advertising within the marketing environment. A special focus is on the question how explanatory variables are selected and related according to...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Claudio Conti

November 11, 1996

Marketing and research today (November 1991)

The 'Strong' theory of advertising receives widespread support and is characterized by the beliefs that advertising increases peoples' knowledge, changes peoples'attitudes and, as a result, is capable of persuading people who have not previously...

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

November 1, 1991

Beyond pretesting advertising

We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Karl-Georg Muslol, Uwe Munzinger

Company: GfK

June 15, 1988

The LWT investor

LWT's interest has been to encourage greater use of television advertising by financial institutions. To provide a link between ourselves and potential advertisers, we launched a Financial Marketing Review in December 1985 to bring to wider attention...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Bernard C. Bennett, Tony Wornell

June 15, 1988

Advertising research for increased profitability

Selling more units at lower cost is one of the tasks advertising should perform. There is ample proof that advertising, if perceived, if read or listened to and especially if recalled does cause purchasing. Getting consumers to so react to...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Jan Stapel

Company: NIPO

August 23, 1981

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Tony Twyman

June 15, 1980

What do we know about how advertising works?

The paper shows clearly that previous advertising theories were too often based on unwarranted assumptions. It raises as questionable many points of view which previously seemed convincing. The emotional, reinforcing roles of advertising are...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Timothy Joyce

June 15, 1980

Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular

If one wishes to study the effect of advertising, a concise definition of the concept of ‘advertising’ is essential. In business-circles, the function of advertising is often defined: ‘advertising must sell’. Although it cannot be...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: R. G. Ogilvie, G. J. S. Wilde

June 15, 1980

The changing role of advertising campaigns in French market

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Sylvère Piquet

June 14, 1978