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Research papers

The contribution of research to the planning, budgeting and evaluation of below-the-line activity

In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: David Lowe-Watson
Company: ESSO
June 15, 1971
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Citation

Lowe-Watson, D. (1971a, June 15). The contribution of research to the planning, budgeting and evaluation of below-the-line activity . ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/the-contribution-of-research-to-the-planning-budgeting-and-evaluation-of-below-the-line-activity-


Research papers

The choice among media

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Jacques Durand, Marcel Marc
June 15, 1971
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Citation

Durand and Marc (1971a, June 15). The choice among media. ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/the-choice-among-media


Research papers

Some comments

Comments about the contents of the Seminar "Below-the-line activities".

Catalogue: Seminar 1971: Below-The-Line Activities
Author: M. Matthews
June 15, 1971
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Citation

Matthews, M. (1971a, June 15). Some comments . ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/some-comments-


Research papers

Some comments on the use of "models" in advertising research

I have recently become aware of, and concerned with, the special problems facing market researchers and advertisers . Like many of you, I came to this conference a bit skeptical about the role that academic ideas and "models" could play in market...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Martin Fishbein
June 15, 1971
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Citation

Fishbein, M. (1971a, June 15). Some comments on the use of "models" in advertising research. ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/some-comments-on-the-use-of-models-in-advertising-research


Research papers

Non-rational advertising effects in relation to theory and practice

In this short contribution it has been necessary to state theoretical arguments briefly rather than argue them out as fully as would be possible. The main contention is that if we are going to assess advertisements, then the complexity of advertising...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Tony Twyman
June 15, 1971
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Citation

Twyman, T. (1971a, June 15). Non-rational advertising effects in relation to theory and practice. ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/non-rational-advertising-effects-in-relation-to-theory-and-practice


Research papers

Experimental methods in marketing

Very little is to be found in specialised marketing literature on experimentation. As in the sciences in general the earliest steps forward in marketing were made as a result of using methods of observation. Data are collected either within the...

Catalogue: The European Marketing Research Review 1971
Author: Yves Fournis
June 15, 1971
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Citation

Fournis, Y. (1971a, June 15). Experimental methods in marketing. ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/experimental-methods-in-marketing


Research papers

First experiences with Fishbein theory and survey methods

Within this paper I will be concerned with two specific aspects of evaluating this particular Fishbein study: A) Does the theory work? is there a clear relationship between the measures taken and behavioural intention? For if there is we can isolate...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: J. Bruce
June 15, 1971
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Citation

Bruce, J. (1971a, June 15). First experiences with Fishbein theory and survey methods. ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/first-experiences-with-fishbein-theory-and-survey-methods


Research papers

Report-back from working group III

There were four main points which emerged: 1. Disagreement with the view that "a brand is never the same after a price-off promotion"; 2. The need to define clearly the objectives of a particular promotion; 3. A discussion of the merits of...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Elizabeth Fallaw
June 15, 1971
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Citation

Fallaw, E. (1971a, June 15). Report-back from working group III. ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/report-back-from-working-group-iii


Research papers

Panel observation on three specific forms of brand promotion

There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Coen C. J. de Koning
June 15, 1971
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Citation

de Koning, C. C. (1971a, June 15). Panel observation on three specific forms of brand promotion . ANA - ESOMAR. Retrieved January 29, 2026, from


https://ana.esomar.org/documents/panel-observation-on-three-specific-forms-of-brand-promotion-