Resources Library by ANA

Should advertising spend be maintained at all costs?

In the course of this paper, are the results of a study which has examined brands over 20 years. Advertising is the continuous theme but each is examined in conjunction with other influential strategies ranging from sales promotions to product...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Sheila Byfield, Allan Breese

Companies: Ogilvy, KANTAR TNS Malaysia

June 15, 1994

Media research

Generally speaking, advertisers are not very interested in media research as such. Of late, accountability of advertising expenditures has become a key topic. The popularity of the advertising effectiveness awards is growing, but the focus of the...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Marion Appel

June 15, 1994

Measuring the effectiveness of twin commercials as a way of standing out amidst the clutter

Twin Commercials are rapidly becoming popular in the Netherlands as a way of coping with clutter. A theoretical framework justifying the use of Twin Commercials hardly exists. What is really needed is research into the effect of repetition within...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: John H. Faasse

May 1, 1994

Who is really watching the commercials?

TV research does not measure peoples' actual contact with advertisements but rather the "opportunity to see" commercials. This paper addresses this issue and looks at various factors which may affect the chances of an opportunity actually being...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Phil Gullen

May 1, 1994

Maximising the effectiveness of television advertising

In North America and WestemEurope, the slowing of population expansion and inflation as well as ever increasing global competition have made it extremely difficult for marketers to achieve consistent revenue and profit growth. At the same time, much...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Margaret H. Blair

May 1, 1994

How can we measure the effectiveness of advertising?

At ad agencies, through pretest we measure the content of advertising, the concept, the mnemonics, the salient selling points, and visuals (typography, pictures/illustrations, copy) for the purpose of testing clarity, comprehension, accuracy,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mark Carassi

January 1, 1994

The creativity factor as an important variable in the understanding of campaign effect

This paper is of interest to researchers and marketers involved in communication strategy - from the development of creative ideas to media planning and tracking: The ultimate goal of the study described in this paper is to demonstrate the value of...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Authors: Lene Hansen, Lorenz C. Andersen

Company: Nielsen

September 1, 1993

The needs of the advertisers from media research

The media situation all over the world has been changing over the last few years. Change is especially dramatic in Central and Eastern Europe. One of the new developments is the need for media research in order to provide a basis for negotiations...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Thomas Neumann

Company: Procter & Gamble

June 15, 1993

The Family Circle study of schedule impact

In 1991 The New York Times Company Women's Magazines released the Family Circle Study of Print Advertising Effectiveness. This was the first fruit of a joint effort begun two years earlier with Citicorp's POS Information Services Division, which had...

Catalogue: Seminar 1993: Competition In Publishing

Author: Rebecca M. McPheters

June 15, 1993