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Research papers

Nipo's brand monitor and how advertising works

In this paper we go into the relations between Quality of Advertising, Brand Awareness, Perceived Quality and finally Brand Loyalty, on the basis of the large number of studies we did in this field. Our empirical evidence shows that advertising can...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Leo van Doorn, Jan Stapel
Company: NIPO
June 15, 1991

Research papers

The ADTRAC model for advertising tracking

There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: G. J. Hooley, N. Wilson, P. A. Wigodsky
October 26, 1987

Research papers

Thresholds in brand awareness

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987
Authors: Gilles Laurent, Jean-Nöel Kapferer
Company: IFOP
September 1, 1987

Research papers

Advertising testing measuring recall and persuasion

In recent times, simulated market models have been developed and validated to predict the penetration of new products in the real market situation. The copy quality input has been measured by two factors: the awareness and the persuasion. Copy tests,...

Catalogue: ESOMAR Congress 1987
Author: Anja Schweiker
Company: Burke, Inc.
September 1, 1987

Research papers

Thresholds in brand awareness (French)

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987
Authors: Jean-Nöel Kapferer, Gilles Laurent
Company: IFOP
September 1, 1987

Research papers

Horse racing sponsorship

The choice of horse racing sponsorship can solve the problem of being in touch with the most difficult target: the wealthy. The cost effectiveness of this operation is, by large, at the top of the scale. That's why it seemed worthwhile to consider...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Tino Biglia, Ruggero Mazzini
November 6, 1985

Research papers

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

Research papers

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

Research reports

Qualitative research into Curtain Tracks

Harrison Cowley Advertising Ltd., requirebackground information relating to attitudesand behaviour in the Curtain Track market, inorder to aid in the development of an advertisingcampaign for Harrison-Beacon Ltd. 

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1979