Resources Library by ANA

The press conference is not enough

The paper draws attention to the poor perceptions of public relations by both practitioners themselves and their clients, examines the reasons for this and postulates that the adoption of professionally conducted research and planning will go some...

Catalogue: ESOMAR Congress 1989

Author: Gillian S. Greenway

September 1, 1989

The use of social research in public service advertising

This paper will demonstrate how research was used to solve one of Egypt's most serious problems "Infant Mortality Resulting from Dehydration". Today, four years later, we are, indeed happy and proud, to state that as a result of the advertising...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Loula Zaklama, Farag El Kamel

Company: RadaResearch & Public Relations Company

June 15, 1987

Unusual research for unusual advertising

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark

Authors: Colin Pendry, Margaret Holmes

January 1, 1987

Unusual research for unusual advertising, mixing methods and minds

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Authors: Colin Pendry, Margaret Holmes

June 15, 1986

Advancing the science of advocacy polling

This paper demonstrates how a campaign embracing advertising and advocacy polling was developed on behalf of the Greater London Council (the GLC) to combat the Government's attempts to abolish the GLC. The paper shows how research shifted from being...

Catalogue: Seminar 1986: Opinion Polls

Authors: Denis Robb, Tim Burns

June 15, 1986

Evaluating the effectiveness of anti-drinking and driving advertising

Each year the Central Office of Information presents a campaign against Drinking and Driving at Christmas, and usually evaluates its effectiveness by surveys before and after the campaign. This paper describes an experiment to devise and test a...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Tony Twyman, Simon Godfrey, Robin Jones

June 15, 1984

Greek tourism in the 1980s widening the market

This paper attempts to explain the thinking behind Aspect Advertising's decision to advertise the attractions of Greece as a tourist destination by using Posters at "off-peak" times of year rather than what had been the previous practice - to support...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Author: Dan O'Donoghue

June 15, 1983

Pre-testing with rough prototype commercials

Pre-testing with rough prototype commercials is now an established procedure for U.S. advertisers and agencies. Rough prototypes, of the animatic artwork, still photo or live action "rough cut" variety can be inexpensively produced and evaluated for...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Author: Harold M. Spielman

June 15, 1983

Enhancing the contribution of research to central government advertising

This paper covers the general approach and research methods employed in evaluating the effectiveness of a specific central government advertising campaign. The advertising was conducted on a regional basis covering 2 T.V. areas and their...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Clare Chardin, David McCallum

June 15, 1983