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Research papers

An experimental evaluation of the impact of advertisements

In analysing the effect of an advertisement there are two distinct criteria for evaluating this effect.:1. The consequences of the impression given; 2. The translation of the advertisement into action by the individual. In the first case, individual...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Herbert Steiner
June 1, 1966
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Citation

Steiner, H. (1966a, June 01). An experimental evaluation of the impact of advertisements. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-experimental-evaluation-of-the-impact-of-advertisements


Research papers

Freedom and control in creative activity

In market research we are all aware of the growing demand for better procedures for creating and testing effective advertising. Manufacturers not unnaturally wish for evidence that their expenditure on advertising will achieve maximum results....

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Peter Tyler
June 1, 1966
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Citation

Tyler, P. (1966a, June 01). Freedom and control in creative activity. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/freedom-and-control-in-creative-activity


Research papers

An over-all measurement of advertising effectiveness

I am concerned here with an attitude to pre-testing as much as a particular technique. Overall measures of advertisements are needed but it is in this area that the arguments arise. Incidentally, I shall be talking purely in terms of television...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Charles W. Clunies-Ross
Company: Nestlé
June 1, 1966
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Citation

Clunies-Ross, C. W. (1966a, June 01). An over-all measurement of advertising effectiveness. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-over-all-measurement-of-advertising-effectiveness


Research papers

The seven deadly sins in advertising research

Year after year industry invests ever increasing amounts in advertising, in order to keep up with the great competitive struggle. The sums thus spent go into hundreds of millions. Advertising should and must create advantages in competition. That's...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Herbert Flögel
June 1, 1966
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Citation

Flögel, H. (1966a, June 01). The seven deadly sins in advertising research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-seven-deadly-sins-in-advertising-research


Research papers

A new method for measuring advertising effectiveness

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Daniel Adam, John Parfitt
June 15, 1965
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Citation

Adam and Parfitt (1965a, June 15). A new method for measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness


Research papers

Advertisements as a research subject

There may be several reasons for this. Turnover in the advertising industry goes into thousands of millions and the production and placing of advertisements represents the biggest and, proportionately still increasing item in the total expenditure of...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Otto Walter Haseloff
June 15, 1965
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Citation

Haseloff, O. W. (1965a, June 15). Advertisements as a research subject. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertisements-as-a-research-subject


Research papers

Red herrings in advertising research

Much of the advertising research being carried out today defines - whether explicitly or implicitly - the effectiveness of an advertisement in terms of memorability , believability or other factors. Such advertising research is based on assumptions...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Paul Howard Berent
June 15, 1965
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Citation

Berent, P. H. (1965a, June 15). Red herrings in advertising research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/red-herrings-in-advertising-research


Research papers

The Delta Copy Test I

The Delta Copy Test deals with a problem, which is bound to come up regularly in the process of creating a well-planned advertising campaign if the responsible team happens to have a clear understanding of the difference between the purchase...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Ulrich Jetter
June 15, 1965
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Citation

Jetter, U. (1965a, June 15). The Delta Copy Test I. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-delta-copy-test-i


Research papers

Measuring and predicting sales effectiveness of advertisements

Is there any possibility to directly trace back turnover increases to the effect of certain advertising measures? or: Is it possible to measure or predict concrete sales effectiveness of advertising measures? or: Which profits bring this or the other...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Uwe Johannsen, Heinz Alpers, Paul Howard Berent
April 1, 1965
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Citation

Johannsen, Alpers and Berent (1965a, April 01). Measuring and predicting sales effectiveness of advertisements . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/measuring-and-predicting-sales-effectiveness-of-advertisements-