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Research papers

Measuring the effects of promotion on sales in theory and practice

Against the background of price inflation in the UK in recent times, it is not easy to objectively compute the effects of promotions on sales. This paper presents some case histories on a number of product fields which throw light on the...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Stephan Buck, Jeffrey H. Frankel
June 15, 1970
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Citation

Buck and Frankel (1970a, June 15). Measuring the effects of promotion on sales in theory and practice. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/measuring-the-effects-of-promotion-on-sales-in-theory-and-practice


Research papers

Marketing a new product

The Company was considering marketing a new product in a section of the highly competitive food market. Consumer tests on samples of product from a small pilot plant had given favourable results. The decision had then to be taken either to put the...

Catalogue: The European Marketing Research Review 1970
Author: D. W. Beattie
June 15, 1970
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Citation

Beattie, D. W. (1970a, June 15). Marketing a new product. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/marketing-a-new-product


Research papers

Findus fish in a tray

The purpose of this study was to explore and demonstrate our ideas about a different approach to media research. In Sweden we had since many years sufficient comparative media data on the exposure level. Several individual media have also published...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Bengt Lindh
June 15, 1970
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Citation

Lindh, B. (1970a, June 15). Findus fish in a tray. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/findus-fish-in-a-tray


Research papers

The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements

In May 1968, ML Medical Surveys Centre commenced the development of a systematic methodology for studying the reactions of General Practitioners to mailings and journal advertisements. This paper describes the work we have been engaged upon and does...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: W. A. K. Frost
June 15, 1970
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Citation

Frost, W. A. (1970a, June 15). The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements . ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/the-development-of-a-technique-for-measuring-the-reactions-of-general-practitioners-to-mailing-pieces-and-journal-advertisements-


Research papers

Criteria of decision on media-mix

The paper shows the problems of deciding on media-mix, which is one of the most difficult marketing measures. Although most media analyses are so-called multi-media-analyses, they do not provide the vital data dealing with the completely different...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Rolf Speetzen, Wilfried Wenzel
June 15, 1970
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Citation

Speetzen and Wenzel (1970a, June 15). Criteria of decision on media-mix. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/criteria-of-decision-on-media-mix


Research papers

Research into the industrial market

From a general point of view the object of market research is to provide information for the industrial producer of a product or service as to the quantitative needs of consumers and the role that this product or service can hope to fulfil in the...

Catalogue: The European Marketing Research Review 1970
Author: Maurice Pariat
June 15, 1970
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Citation

Pariat, M. (1970a, June 15). Research into the industrial market. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/research-into-the-industrial-market


Research papers

The differing promotional requirements of consultants, hospital doctors and GPs

This study sets out to define some of the major differences between general practitioners, consultants and hospital doctors - differences in work load, environment, and level of medicine practised. Their approach to product selection is examined, and...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Authors: F. W. Riley, S. Seltzer
June 15, 1970
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Citation

Riley and Seltzer (1970a, June 15). The differing promotional requirements of consultants, hospital doctors and GPs. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/the-differing-promotional-requirements-of-consultants-hospital-doctors-and-gps


Research papers

Astronauts in the Osgood universe

Osgoods holds that concepts, situated in space, can be defined by means of three dimensions - evaluation, potency and activity. He determines this geometrical construction by applying factor analysis to the results that he obtains with his fifty...

Catalogue: The European Marketing Research Review 1970
Author: Wim J. de Jonge
June 15, 1970
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Citation

de Jonge, W. J. (1970a, June 15). Astronauts in the Osgood universe. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/astronauts-in-the-osgood-universe


Research papers

Segmentation of doctors types

I shall try and start by illustrating some of the internal pressures among our marketing staff; which led to the decision to use data processing and the computer for analysis of basic information about the group of people who constitute our...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Authors: D. C. Wren, Ian Jarvis
June 15, 1970
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Citation

Wren and Jarvis (1970a, June 15). Segmentation of doctors types. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/segmentation-of-doctors-types