Resources Library by ANA

Measuring awareness, do we measure advertising effects?

This paper describes the use of awareness tracking data to monitor differences in commercial quality and increases in brand awareness in time. It describes the relationships between awareness variations due to advertising spending and the quality of...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Lynn Y.S. Lin, Patrick G. M. Standen

Company: Burke, Inc.

June 15, 1984

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

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

Authors: Marc Vincent, José-Maria Riera Vidal

Company: Nestlé

June 15, 1981

The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising

This paper summarises a market research programme that was carried out before, during and after the Martini 'Wonderful World' promotion in England in the spring of 1975. In our experience it is all too often true that promotional material is...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: Michael J. Franklin, David Wilding

June 15, 1976

Advertising pressure

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: S. Geiger, Otmar Ernst

June 15, 1971

Advertising pressure (German)

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: S. Geiger, Otmar Ernst

June 15, 1971

Brand awareness and image in relation to purchasing behaviour

On behalf of certain Unilever marketing companies, Research Bureau conducts continuous brand image measurements under the title of the "Brand Performance Survey". This survey involves, for a given product field, some 6,000 interviews in a year with a...

Catalogue: The European Marketing Research Review 1967

Author: Michael M. Brown

August 1, 1967

Non-awareness and non-usage

In this paper, we report some empirical findings concerning the relation between a sales-type variable such as brand usage and a communication variable. In trying to measure communication, people use a variety of different variables. We consider here...

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

Authors: Andrew S. C. Ehrenberg, Michael Bird

June 1, 1966

Aided recall

The examples given here: the Irish readership survey, the family Interview for consumer durables, the 7-day aided recall survey, the cigarette study, have a common philosophy. The techniques respect both the respondent and the interviewer. They...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: William Gregory

Company: Gallup International Association

June 15, 1961

The LATAM Airlines Story

This is the story of harnessing cultural diversity to bring meaning to LATAM Airlines. Many airlines represent a country, but representing the cultural diversity of a region or continent is fraught with challenges. Does Peru or Chile make the best...

Catalogue: Congress 2024

Authors: Fiona Blades, Javier Reyes, Andre DAbreu

Companies: MESH Experience, LATAM Airlines Group

January 1, 1970