Resources Library by ANA

A United States perspective on the status and future of international marketing research

The aim of the study was to obtain an understanding of current and future international marketing research needs in the United States. The paper analyses the data by the type of corporation/advertising agency, the size of the international research...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Eileen A. Kelly

June 15, 1984

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

What is missing in media planning?

This paper is based on a lot of experience. My judgement for you today in "what is missing in media planning" are; A. Planners in general are not seriously and completely trained in fundamentals of media planning, the research methods and their...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Stephen A. Douglas

June 15, 1984

Making it all happen: The sub-contractor view (French)

The sub contractor is at the end of the line and it is natural his point of view should be given last. It reflects what happens in practice and you must understand that we have often the same feeling as the secretary who has to type a report for...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Jean Bigant

June 15, 1984

Media planning in New Zealand

Media planning in New Zealand has altered dramatically since tho McNair on-line media research system has been available. The major advantages are due to the integration of data such as audience research, marketing information and television...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Brian J. Potter

June 15, 1984

How children use television advertising and how we can learn to communicate more effectively with them

The paper describes a small-scale exploratory study among school-children, supplemented by preparatory desk research, and by interviews with a variety of adult professionals working in the broad field of child communications. The overall objective...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Authors: Emer Rodnight, David Williams

Company: Ogilvy

June 15, 1984

Monitoring recession effects on sales of gas in North West England

This paper is concerned with the research carried out to assess the impact of the recession on gas sales in the North West of England, and to use this information as an aid to predicting the future sales trend.

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

Author: H. G. Berrisford

June 15, 1984

Application of play-oneiric tests in basic motivational research and communication studies

This paper sets out to illustrate a qualitative research method focussed on the use of association and projection tests. Thus it is a method which intends to identify the affective-symbolic structures underlying the cognitive structures, and to...

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

Authors: Bruna Spataro, Antonella Pogliana, Laura Frontori

June 15, 1984

CATI and the dynamics of research

Computer-assisted telephone interviewing systems have made conducting surveys a more dynamic process. Data collection procedures can now respond not only to the needs of the investigator, out to the observations made during the survey itself. These...

Catalogue: Seminar 1984: Are Interviewers Obsolete?

Author: Irving Roshwalb

June 15, 1984