Resources Library by ANA

Marketing adverting patterns

The analysis described in this paper is different from our other examples. It uses panel data, which is under-represented in this both. It treats advertising in the simplest possible terms - as cash expenditure. There is therefore little opportunity...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: James O. Peckham

June 15, 1980

How the opinion polls conquered the editorial papers of Swedish newspapers

In order to investigate this problem we have studied a sample of editorials in three leading Swedish newspapers during the last fifty years. We chose to examine three newspapers with different political outlooks. Dagens Nyheter is the largest morning...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls

Author: Sören Holmberg

June 15, 1980

Value for money

In product fields in which children are interested and deeply involved (like sweets), they are strongly price-conscious. Despite the fact that they finance their purchases only partly by their own pocket money and rely widely on other "resources"...

Catalogue: Seminar 1980: Children And Young People

Author: Gernot Schwentner

Company: Unabhängiges Meinungsforschungsinstitut INFO GmbH

June 15, 1980

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Colin McDonald

June 15, 1980

The democracy of opinion polls

Observation of the behaviour, attitudes and opinions, among other things, of a population can be done to achieve many objectives. Much of such studies belong to the field of market research, and much to social research. Opinion polling is included in...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls

Author: Norman L. Webb

Company: Gallup International Association

June 15, 1980

The gold cup

In this paper, we see the partnership in action. The case history is a simple one, some would say naive. No methodology is put forward from which we may benefit. The research was not formal: it consisted only of the team itself visiting sales...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Robert E. Miller

June 15, 1980

What do we know about how advertising works?

The paper shows clearly that previous advertising theories were too often based on unwarranted assumptions. It raises as questionable many points of view which previously seemed convincing. The emotional, reinforcing roles of advertising are...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Timothy Joyce

June 15, 1980

Media measurement

This paper summarises the importance and problems of advertising effectiveness measurement in general, media measurement, major approaches for measuring advertising effectiveness, the development of media measurement in Turkey during the past ten...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Kemal Kurtulu

June 15, 1980

Miscellaneous

Introductory paragraph to "Miscellaneous" section of the book "Market researches look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980