Resources Library by ANA

Models of the effects of advertising

An aggregate, numerical model is proposed to assess the effects of advertising. It is intended as an aid to advertisers and to an advertising agency. The main decisions it assists are about the size and allocation over time of the advertising budget,...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Simon Broadbent

June 15, 1982

Analysis of the effect on grocery sales of different promotional strategies

This paper describes the results of a study designed to measure the effects of different promotional activities in stores. Regression analysis, using dummy variables, was used to analyse data obtained from an experimental design incorporating twelve...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers

Author: John Rice

June 15, 1982

Saving energy with lighting systems

This report gives a short description of a two-step survey executed in July 1981 and January 1982 with two target groups - firms and population. Two statement-batteries - nearly the same for the two target- groups - one for the attitude to the...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Werner Till

Company: GfK

June 15, 1982

Proposal for a panel study to measure short-term effects of advertising

The main purpose of this paper is to invite comment and criticism from the seminar and from other interested parties. The future of the project described in the following will to a large extent depend on these reactions. The planned project is a...

Catalogue: Seminar 1982: The Effective Use Of Panels

Author: Bengt Lindh

June 15, 1982

Using orthodox marketing research to guide communications strategies toward key public figures

This study was undertaken to gauge the efficacy of the methods of communication used by the German Information Center. The GIC, headquartered in Mew York City, is responsible for keeping key people in the U.S. apprised of events and developments in...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Janet Schneider

June 15, 1981

Developing a corporate image for a university

This paper describes a research study conducted for a Canadian University to investigate the student choice process. The paper presents the methodology and the findings of this study and illustrates how such findings can be used to: 1) establish...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: John H. Church, David W. Gillingham

June 15, 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

Advertising, promotion and medical detailing

The basic concept of the method consists in merging together all of a company’s data available on a sample of panel doctors. The data covers, first the drug and qualities prescribed by the panel, next the dates of the marketing actions performed...

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

Author: Jean-Mathieu Paoli

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