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Research papers

Measurement of average issue readership

The JICMARS survey - launched in 1978 - is a continuous survey amongst UK General Medical Practitioners jointly financed by publishers, advertising agents and the pharmaceutical industry. The objective is to provide media planning data concerning...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: R. J. Worrall, Tony Twyman
June 15, 1980

Research papers

Researching a complex social problem

The present paper describes a programme of research set up to aid decision-making about the potential use of advertising to combat vandalism. Starting from a review of the current state of knowledge, research was designed to fill in some of the gaps...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Sally Stainforth, Tony Twyman
June 15, 1979

Research papers

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: Seminar 1978: The Business Of Advertising
Author: Tony Twyman
June 14, 1978

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

Research papers

Towards widening the range of concepts used in creative strategies

The argument put forward in this paper and illustrated by examples is that the language in which advertising is discussed and the way in which research methods are often used all tend towards emphasising a limited range of advertising strategies, the...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Tony Twyman
June 15, 1973

Research papers

Attention and the measurement of media exposure for press and television

The paper starts by identifying decision and research areas. Decisions have to be taken about media variables and about advertising content variables. Their outcome can be reasonably assessed in terms of exposure and effectiveness, and it is...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Tony Twyman
June 15, 1972

Research papers

Product testing methodology in relation to marketing problems

Product testing has been a relatively neglected area in the literature of market research. This paper reviews current thinking and practice, discusses some major methodological issues and indicates some areas for further investigation. The first...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: John C. Penny, L. M. Hunt, Tony Twyman
August 1, 1971

Research papers

Non-rational advertising effects in relation to theory and practice

In this short contribution it has been necessary to state theoretical arguments briefly rather than argue them out as fully as would be possible. The main contention is that if we are going to assess advertisements, then the complexity of advertising...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Tony Twyman
June 15, 1971

Research papers

Research into methods of measuring television audiences and data requirements for the British television advertising industry

JICTAR is responsible for collecting the research requirements of its members, formulating a research system which will meet these requirements and preparing a specification for this system and awarding a contract to a research company to operate the...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Tony Twyman
June 15, 1969