Subject Index
 

This report brings together a number of research studies which examine the effectiveness of advertising in business and professional publications. It suggests that there are 7 ways in which adverti ...

Describes the long-running Fry & Laurie campaign by the Alliance & Leicester Building Society for its core established products (mortgages and savings). Analysis of the market showed that awareness an ...

This case history describes Alliance & Leicester Building Society's 1988 Fry & Laurie campaign for mortgages for first-time buyers, at a time of intense competition (including the entry of the banks i ...

This paper argues the case for taking account of the psychological needs and personalities of business buyers when determining business-to-business advertising strategies. It suggests, however, that ...

The objective of this major study was to determine which marketing tools did the best job of providing business customers and prospects with information about the products and services they buy. The ...

This paper describes the research project undertaken by Hewlett-Packard to enable them to determine whether or not it was possible to achieve economies of scale by developing a trans-national advertis ...

This paper sets out to describe how to maximise the value-added role of research in the business-to-business communications process. The various areas in which research can contribute are considered, ...

Describes the first Fry & Laurie campaign for the Alliance & Leicester Building Society in 1988. Why a new campaign was needed. Objectives: improve awareness and branding for the Society, so as to mai ...

This paper sets out to identify the executional factors associated with automotive aftermarket advertising in business publications so as to provide guidelines for future advertising efforts. It star ...

This study was originally conceived in 1983 as an objective and impartial complex controlled marketplace test to measure the effects of varying media weight and ad frequency schedules on the sales of ...

These three separate contributions discussed various aspects of the way their companies were making use of the landmark ARF ABP study which had been published earlier in 1987. Karl Kaufmann from 3M d ...

This paper argues the case that business-to-business advertising is very similar to consumer advertising in that it works best when its message is consistent with customers' attitudes, beliefs and wan ...

This paper considers the problem of determining effective frequency for business-to-business advertising. It describes an approach which involves combining communication-component building blocks.

The Thomas Register is a 3-part all industry buying guide consisting of 17 volumes, containing product detail information in the form of listings, catalogues and advertising. Typically the register i ...

This paper decribes the application of eye tracking technology which makes it possible to monitor which parts of an ad are looked at, if at all, and for how long. Verbal interviews are still necessar ...