Subject Index
 

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...

How important are pictures and illustrations in print media advertising of hospitals ? This German study tests a series of hypotheses relating to the noting of various combinations of text and illus ...

This paper demonstrates how a combination of the usual and the unexpected helped. Electrolux to position a vacuum cleaner on a health rather than a housepride platform. The campaign ran in France, the ...

This paper examines the case for consumer magazine as demonstrated by research published in the last 2 years. It argues that the greatest strength of the magazine medium is that it is used by readers ...

This paper reviews what is known about the impact of a magazine's editorial environment on the performance of an advertisement, sometimes called 'the presenter effect'. It is concluded that although ...

This report studies the 'presenter effect'. That is, the impact which the magazine environment has on the communication of the advertising message. It describes a quantitative study, employing a sam ...

A study of comparative advertising in magazines. Hypotheses tested were: a) that the intensity of comparative advertising varies with the life cycle of the product; b) comparative advertising may be c ...

This paper described a project which was concerned with the way in which the performance of an advertisement in a magazine might be influenced by any interaction between the advertisement and the natu ...

This study was designed to determine the viability of special interest publications for advertising which was not directed specifically to the audiences reached by those publications. That is, the fo ...

An overview of the generic advertising for turkeys 1962-80, using television supported by trade press and colour magazines. The objective is to develop consumption, including at other times than Chris ...

1979-80 campaign to gain pan-European leadership for Philips in the domestic microwave oven market. Boom growth to 1978 had been halted by cancer scare. Objectives: long-term, to achieve major share i ...

Corporate campaign for milk in 1979. Consumption was declining with the erosion of door-to-door delivery (still 92% of milk sales, and thought important to maintain), and research showed that consumer ...

1977 launch of Ford Fiesta into the UK small car market. Objectives: achieve 4.5% share of which at least 3% to be taken from competition, with least possible substitution for Ford Escort. Creative de ...

Corporate advertising campaign for ICI in 1978. Previous advertising since 1974 described. TV, up-market press and national press used in 3-tier campaign. New commercials and insertions refined follow ...

1979-80 membership recruitment campaign for the British Film Institute, featuring the benefits of the newly opened National Film Theatre. Initial research produced evidence about members' film-going. ...