Resources Library by ANA

Using advertising research in the 1990's, putting the horse in front of the cart

Due to the expected changes in the fast moving consumer goods market in the 1990's, in terms of the geographical expansion and increasing brand and media competition, it is assumed that advertising decision risks will be higher than ever before....

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Mansour Elganady

September 1, 1990

The post-socialist consumer

Hungary is one of those countries in Europe that have undergone a tremendous change during the last two years. This political change has basicly influenced economy and the actors of the market as well. The first part of this paper describes why...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Author: Marta Hoffmann

June 15, 1990

Foreword

The Advertising Research Foundation (ARF) was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies to advance the state of the art of advertising, marketing, and media research. It is an...

Catalogue: ARF Guidelines Handbook

Author: Michael J. Naples

June 15, 1990

Examining the communication properties of interlinked print and television advertisements

This paper describes a second UK project designed to extend our understanding of how print advertisements and television commercials interact with each other, in communication terms. A previous study along the same lines was the subject of a paper...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Alan Smith

June 15, 1990

Founding the fathers of advertising research

As we mark the 50th Anniversary of the Advertising Research Foundation, it is fitting that we look back to the pioneers who explored the unknown territory of advertising research during our first fifty years. We are fortunate in having an oral...

Catalogue: ARF Guidelines Handbook

Author: Rena Bartos

June 15, 1990

ARF criteria for marketing and advertising research

These criteria are intended to provide helpful guidelines for planning and reporting market research studies and for assisting practitioners and users of market research to evaluate the quality, relevance, and utility of the information reported. The...

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

January 1, 1990

Focus groups

This is the first time the Advertising Research Foundation has issued any document on the role and practice of qualitative research. The present document is offered in the spirit of the ARF mission: 1. “To lead in the development,...

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

January 1, 1990

The first 50 years of the advertising research foundation

"A new organisation to be known as the Advertising Research Foundation was formed at a meeting of advertiser and agency executives held on February 11th at the Union League Club of New York". That’s how the press release from the Association of...

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

January 1, 1990

Some of the knowledge gained from 10 years experience of advertising monitoring in the building society market in Nordrhein-Westfalen

For 10 years, Infratest has been continuously investigating the relevance of building society advertising for the LBS in North Rhine-Westphalia. It is shown that the question commonly used in such advertising tracking studies is problematic and how...

Catalogue: ESOMAR Congress 1989

Authors: Rolf Pfleiderer, Gunter Luke

Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH

September 15, 1989