Subject Index
 

Understanding and measuring advertising and buyer loyalty have been on marketers' agendas for many decades. However, the act of bringing the two together has been limited due to the data requirements ...

In this short article, Omar Mahmoud condemns the current market research dependence on standardisation, outsourcing and blame avoidance. He advocates a more imaginative approach to behavioural studies ...

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to transla ...

Paul Feldwick uses the metaphor of going to the gym and building muscle to illustrate short and long term brand building. He explains that brand association network (BAN) is strengthened by advertisi ...

The effects of advertisements must be seen in behaviour before we discuss how individuals are affected. Case history analysis is needed; a new source is outlined. There is a common structure for t ...

This paper debates the thesis that 'people understand advertising better than advertising people do' and proposes that the key to success is to see the buying process from the buyer's viewpoint. It re ...

This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV ...

This presentation proposes that advertising be evaluated in terms of its perceived value to consumers. The discussion is divided into four sections. In the first, some notions about consumer behavior ...

Many theories in advertising deal with the direct effects of advertising: advertising creates attitudes which lead to buying behaviour thus explaining market share. In this paper another viewpoint is ...

The literature on advertising effects is massively loaded in its assumption that advertising does things to people. This paper asks what is known about what people do with advertising and, more signif ...

Looks again at an IPA Award-winning paper which the author wrote in 1967: 'Advertising and the buyer-seller relationship' (the original paper was printed in the Journal of the Market Research Society ...

The author considers the effects of advertising on people from the point of view of the advertiser, whose objectives are altered buying behaviour rather than intermediate effects such as advertising a ...

Discusses the philosophy and research methods used by Brooke Bond Oxo Limited to understand its markets; in particular the company's use of in-home monadic product placement tests, and the integration ...

Suggests methods of obtaining more valid and useful information from qualitative ad testing, including building in the advertiser’s key interests which are defined as a draft ad’s believability, relev ...

The paper explores the impact of, for example, relevant advertising seen by a group of people shortly before they decide what take-out food to order. Experiments suggested that brand cues lead to grea ...