Browsing by Author "Corkindale, David"

Browsing by Author "Corkindale, David"

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  • An appraisal of media weight tests 
    Corkindale, David; Kennedy, Sherril (Cranfield school of Management, 1973-10)
    This report considers the topic of media weight testing: that is,the examination of the effect of different levels of media advertising spending on behaviour in the market. In a simple test, for example, the level of ...
  • The evaulation of advertising objectives: Draft for discussion 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1974-11)
    This report is a sequel to that prepared earier by the MCRC on 'Setting Advertising Objectives' (Report no. 6). In this earlier work the need for setting clear advertising objectives was recommended as a necessary precursor ...
  • The growth and decline of response to advertisements - A look at the importance of thresholds and wearout 
    Newall, John; Corkindale, David (Cranfield School of Management, 1975-11)
    This paper attempts to introduce and define the concepts of threshold and wearout and to review the existing state of knowledge surrounding these topics. The problem is first introduced in Section II, not explicitly in ...
  • How we believe sponsor companies can usefully improve their advertising effectiveness as a result of the study we have conducted 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1975-01)
    In this report we set out a compendium of topics upon which we believe management can take action to improve their advertising efficiency. Eact topic is dealt with on one page of the report: it has been reduced to a set ...
  • The identification of current company advertising practice: Findings of an initial reconnaissance within sponsor companies 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973-03)
    This first report from the Marketing Communications Research Unit at Cranfield describes the findings of our initial series of visits to sponsor companies. It indicates the nature of the advertising process in these ...
  • Measuring advertising effectively 
    Corkindale, David (Cranfield School of Management, 1978-10)
    This report examines the key issues that should be considered by advertising management before decisions are made concerning the measurement of advertising performance. The report is in the form of concise statements on ...
  • The research plan for 1973 and appraisal by the committee of sponsors 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973)
    This report presents the Research plan for 1973 proposed to the committee of sponsors prior to its meeting in January 1973. The second part of the report summaries the discussions held during the sponsors' meeting. Theses ...
  • A review of factors affecting direct response campaigns' success and an analysis of a campaign 
    Winship, Stephen; Corkindale, David (Cranfield School of Management, 1975)
    Design response advertising is a particularly interesting subject to study in the marketing field because, by its very definition, the value of the response to each advetisement is known. This fact makes it much easier to ...
  • A review of literature on the measurement of advertising effectiveness: Part i: The Pre-display assessment of advertising 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973-01)
    The report will cover what are considered to be the main issues in evaluating methods of measuring advertising effectiveness, for this was the guise under which the project was originally set up.
  • A review of literature on the measurement of advertising effectiveness: Part ii: The post-display analysis of promotional effectiveness 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973-01)
    The initial review of the MCRU - Report Number 2 - covers two main areas of concern:- Part i "The pre-display assessment of advertising" Part ii "Post display analysis of promotional effectiveness" The report will cover ...
  • A review of literature on the processes of advertising 'How advertising works' 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973-06)
    The question of 'how advertising works' is a vast one, and is one in which it is difficult to draw any firm conclusions. In addition, the area could almost be described as hybrid - this is in the sense that it draws on ...
  • Setting advertising objectives 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1974-03)
    The present report on the setting of advertising objectives is an integral part of the MCRU research activities. Although the broad aims of the research are to consider the methods of measuring advertising effectiveness, ...
  • The setting of advertising budgets 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1974)
    This report summaries the contributions made by economists, management scientists and practitioners to the understanding of how advertising budgets should be set. Each approach offers insights and guidance for certain ...
  • Sponsorship in context 
    Waite, Nigel (Cranfield University, 1979-03)
    The research described in this thesis is aimed at initiating a factually-based knowledge of the sponsorship of leisure pursuits as a promotional tool. Research to date has been scant leaving the subject largely in ...
  • Thresholds and wearout : A survey of current beliefs and practices 
    Newall, John; Corkindale, David (Cranfield School of Management, 1977)
    This report presents the findings of a survey of advertising beliefs and practices related particularly to the phenomena of 'thresholds' and 'wearout'. The survey was by questionnaire to MCRC sponsors and other interested ...
  • Thresholds and wearout: An overview 
    Corkindale, David (Cranfield School of Management, 1977)
    This report is the third in a series of three on Thresholds and Wearout in Advertising. The first report summarised the literature and pract¬itioners' initial views on the topics: it attempted to clarify the main issues ...
  • Towards an understanding of the effectiveness of advertising 
    Corkindale, David (Cranfield University, 1976-04)
    The author has been concerned with a study of "The Measurement of Advertising Effectiveness" since 1972. . During the course of this study, some 11 reports have been produced. In accor- dance with Regulation 14.9 of ...