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Research papers

A long look at advertising research

One obvious way to build such knowledge would be to prepare a systematic programme of regular research. Desirable as this might be, it is not the aim of this note to advocate such programmes . What is advocated is more realistic : that each new piece...

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

Webster, L. (1966a, June 01). A long look at advertising research. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/a-long-look-at-advertising-research


Research papers

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
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Citation

Ehrenberg and Bird (1966a, June 01). Non-awareness and non-usage. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/non-awareness-and-non-usage


Research papers

Can a correlation of advertising to sales be demonstrated?

The title of this talk is "can a correlation of advertising to sales be demonstrated?" It will have some resemblance to the Edward Albee play "Who's Afraid of Virginia Woolf". That is, the title poses a question which the author has no intention of...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Charles Einer Anderson
June 15, 1965
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Citation

Anderson, C. E. (1965a, June 15). Can a correlation of advertising to sales be demonstrated?. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/can-a-correlation-of-advertising-to-sales-be-demonstrated-


Research papers

Influence of method by measuring identification and image of advertisements

After lasting preliminary studies, since January 1962 the Research Institute of the "Schweizerische Gesellschaft fllr Marktforschung" is carrying out a periodical post-testing survey, the GfM-TREND. Thus, till now about 30 ,000 interviews have been...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Peter Smolensky
June 15, 1965
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Citation

Smolensky, P. (1965a, June 15). Influence of method by measuring identification and image of advertisements. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/influence-of-method-by-measuring-identification-and-image-of-advertisements


Research papers

Methods of measuring the difficulty of language used in advertising copy

This report describes the principal methods used for measuring the difficulty of language, makes a critical survey of the circumstances in which they can be used and discusses the problems associated with adapting some of them to other languages....

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Pompeo Abruzzini
June 15, 1965
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Citation

Abruzzini, P. (1965a, June 15). Methods of measuring the difficulty of language used in advertising copy. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/methods-of-measuring-the-difficulty-of-language-used-in-advertising-copy


Research papers

The integration of advertising research

The investigation of consumer penetration factors which can be said to be associated with advertising, and the buying of products, are familiar subjects. They are perhaps less familiar to us when studied in relation to advertising expenditure (which...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: R. D. Godwin, B. Thorogood
June 15, 1965
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Citation

Godwin and Thorogood (1965a, June 15). The integration of advertising research. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/the-integration-of-advertising-research


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 May 14, 2024, from


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


Research papers

Experiments in comparative content of copy-test

Let list all the copy-test methods which we Included in our research programme. One of the methods has been used since 1961 in our agency, the other tests are such offered by market research institutes as standardised methods. The tests described in...

Catalogue: ESOMAR Congress 1964
Author: Heinz Alpers
September 7, 1964
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Citation

Alpers, H. (1964a, September 07). Experiments in comparative content of copy-test. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/experiments-in-comparative-content-of-copy-test


Research papers

Setting targets in advertising research

In this paper I have presented some of the first results of a systematic analysis of data which has been collected as part of a continuing survey to measure advertising communication. The results have been confined to measurements taken at a single...

Catalogue: ESOMAR Congress 1964
Author: Timothy Joyce
June 15, 1964
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Citation

Joyce, T. (1964a, June 15). Setting targets in advertising research. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/setting-targets-in-advertising-research