Resources Library by ANA

Poster research: From cover and frequency to effectiveness

A committee was set up in Italy in 1981 - its members being the association of companies which run outdoor advertising sites, the main association of advertising agencies and the association of advertising users - with the purpose of promoting...

Catalogue: Seminar 1988: Media And Media Research

Author: Maria Teresa Crisci

Company: DOXA

June 15, 1988

Potential effects of single-source research automation on future brand marketing and advertising research

This work has been undertaken to evaluate the desireability of single- source. In doing so a distinction has been made between:(a) single-source used for target marketing on the basis of data collection techniques(b) single-source used in adlab...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Robert van Gestel, Bill Blyth, Alfred E. Bronner, Maarten Hartsuiker, Dick Valstar

June 15, 1988

Creativity and accountability in international advertising research

Advertising research has always had two objectives: First, to help the creative person sharpen and improve the execution of strategic positioning and ideas. To help him push his imagination as far as the understanding of the consumer will permit....

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Lorenz C. Andersen

June 15, 1988

Characteristics of the poster audience in Great Britain

The OSCAR system for estimating audiences of individual poster sites was developed in the UK for the outdoor advertising contractors from 1981 and launched in October 1985. From a census of all poster sites audiences were modelled in the form of...

Catalogue: Seminar 1988: Media And Media Research

Authors: Pym Cornish, Richard Windle

June 15, 1988

The motorway effect

The Belgian multi-media, multi product survey called CIM (Centre d'Information sur les Medias) interviews yearly 10.000 people on their reading, listening and viewing habits.In 1986 the CIM survey has asked questions also on traffic habits in the...

Catalogue: Seminar 1988: Media And Media Research

Author: Pierre Hofmans

June 15, 1988

Evaluating the advertising revenue for a new title

The aim of this paper is to review a number of important aspects of this question, above all concerning incomes from advertisements.This paper consists of three parts: Part 1 offers a brief analysis of the readers market. The desire to achieve...

Catalogue: Seminar 1987: Publishing For Optimum Profit

Author: Hans van der Poel

November 25, 1987

Chaste seductresses

This paper investigates the way that women respond to female images in advertising for fashion and beauty products. It sets out to analyse the kinds of portrayal of women which were most liked and therefore, by implication, which are probably the...

Catalogue: ESOMAR Congress 1987

Author: Heather Mulholland

September 1, 1987

Real-life responses to TV commercials

By concentrating on viewers' attitudes and opinions, and their behaviour under artificial conditions, research on TV ads has overlooked what happens in people's homes during the commercial break. This paper argues for the use of video. It shows how...

Catalogue: ESOMAR Congress 1987

Author: Peter Collett

September 1, 1987

Advertising research

This chapter examines research into advertising. Although media researchers regard much of their work as ‘advertising research’, media research generally is left to the next section. Anyone engaged in advertising research presupposes that...

Catalogue: Consumer Market Research Handbook

Author: Mark R. C. Lovell

August 1, 1986