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Research papers

A short method of testing the brand image

This paper will give a report on a practical procedure for obtaining information, with a minimum outlay of time and money, on the most important factors of a brand image to be tested.

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Lois Pavlis
June 15, 1965
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Citation

Pavlis, L. (1965a, June 15). A short method of testing the brand image. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/a-short-method-of-testing-the-brand-image


Research papers

Qualitative typology and its significance in market analysis

To build a significant typology, two variables must be taken into consideration: l) objective characterisation, 2) attitude. Each must be measured independently. For example, it appears reasonable to say: those who earn a lot of money (measurement of...

Catalogue: ESOMAR/WAPOR Conference 1965
Authors: Herbert Steiner, Lothar Neffe, Maria Rita Girardi
June 15, 1965
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Citation

Steiner, Neffe and Girardi (1965a, June 15). Qualitative typology and its significance in market analysis. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/qualitative-typology-and-its-significance-in-market-analysis


Research papers

Marketing and market research in Norway 1963

1963 has been a year of further economic growth in Norway. Gross national product increased by about 5%, production in industry by about 6% and in exports there was an increase of about 8%. Prices have been rather stable. Retail sales increase by...

Catalogue: ESOMAR Yearbook 1964-1965
Author: Svein Fosse
June 15, 1965
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Citation

Fosse, S. (1965a, June 15). Marketing and market research in Norway 1963. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/marketing-and-market-research-in-norway-1963


Research papers

The Delta Copy Test I

The Delta Copy Test deals with a problem, which is bound to come up regularly in the process of creating a well-planned advertising campaign if the responsible team happens to have a clear understanding of the difference between the purchase...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Ulrich Jetter
June 15, 1965
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Citation

Jetter, U. (1965a, June 15). The Delta Copy Test I. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/the-delta-copy-test-i


Research papers

The use of attitude scales in testing advertisements

The subject of today's talk gives me the opportunity to present to you the outline of a method which our advertising agency has been using for some months already. Considering the limits of time and also the subjects to be discussed today, I only...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: D. M. Delprat
June 15, 1965
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Citation

Delprat, D. M. (1965a, June 15). The use of attitude scales in testing advertisements. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/the-use-of-attitude-scales-in-testing-advertisements


Research papers

Concentric action and global strategy in the capture of markets

In this paper, we have tried to show the sort of problems created for firms by the application of a global strategy. Failure to face these problems would, however, involve more serious risks. As we have seen, the stakes are rising but it would be...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Bernard Krief
June 15, 1965
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Citation

Krief, B. (1965a, June 15). Concentric action and global strategy in the capture of markets. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/concentric-action-and-global-strategy-in-the-capture-of-markets


Research papers

Market research in Germany

The position of market research in Germany has been strengthened in the last year and no doubt its efficiency has increased. More and more companies are undertaking long-term systematic research and to an increasing degree market research...

Catalogue: ESOMAR Yearbook 1964-1965
Author: Hans Sittenfeld
June 15, 1965
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Citation

Sittenfeld, H. (1965a, June 15). Market research in Germany. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/market-research-in-germany


Research papers

Market research in Denmark

In the spring of 1963 a pending general labour dispute caused a slowdown in marketing research activities in Denmark. When this dispute was brought to an end there was a revival resisting in more market research work than in any preceding year. The...

Catalogue: ESOMAR Yearbook 1964-1965
Author: Per Dam
June 15, 1965
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Citation

Dam, P. (1965a, June 15). Market research in Denmark. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/market-research-in-denmark


Research papers

Are post-tests of print advertisements conducted on the right respondents

The main purpose of post-tests of magazine ads is evaluating how successful ads are in their communication task with magazine readers. Magazine readers, on the other hand, are quantified and analysed by means of readership surveys. One could,...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Jean Michel Agostini
June 15, 1965
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Citation

Agostini, J. M. (1965a, June 15). Are post-tests of print advertisements conducted on the right respondents. ANA - ESOMAR. Retrieved August 13, 2025, from


https://ana.esomar.org/documents/are-post-tests-of-print-advertisements-conducted-on-the-right-respondents