Resources Library by ANA

Marketing communication and consumer involvement

The purpose of this paper is to present some ideas and hypothesis about two theoretical models describing how advertising works : the "learning model" (according to which advertising works on consumer attitudes, which in turn works on consumer...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Jean Michel Agostini, Michel Brulé

Company: BVA Group

June 15, 1991

Continuous advertising check

This paper concerns the data available on the effects of advertising on farmers, through the C.P.P. (Controle Publicitaire Permanent, or Continuous Advertising Check), a B.V.A. syndicated service. Following a brief introduction, which covers the size...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Author: Jean Michel Agostini

Company: BVA Group

June 15, 1985

Predicting media schedule effectiveness by the 'media planex' method

The general description given below is only a part of a wider confirmation that the system is a reasonable description of the real world. Its use in the agency therefore gives confidence that a particular schedule recommended has been constructed...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: Jean Michel Agostini, Nicolas Steinberg

June 15, 1980

The usage of qualitative media data

The paper concerns the question of how to include qualitative criteria into current media-planning procedures, and the appraisal of the improvements which may be expected by the usage of qualitative data. After a description of the media model used...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Jean Michel Agostini

March 1, 1976

Problems of joint sponsored readership survey in France

In France, each year a National Readership survey is conducted under the sponsorship of the Centre d'Etudes des Supports de Publicite (CESP). The CESP is a private association of about 200 members who are either Advertisers, Advertising Agencies or...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Author: Jean Michel Agostini

June 15, 1972

Market research in the 1970's (English)

I believe that we should look at market research as an instrument whose future depends above all on the development of its main area of application, which is marketing. What can help us look at the future of market research is in my opinion a...

Catalogue: ESOMAR Congress 1968

Author: Jean Michel Agostini

June 15, 1968

Market research in the 1970's (French)

I believe that we should look at market research as an instrument whose future depends above all on the development of its main area of application, which is marketing. What can help us look at the future of market research is in my opinion a...

Catalogue: ESOMAR Congress 1968

Author: Jean Michel Agostini

June 15, 1968

Predicting media schedule effectiveness by the "media planex" method

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966

Authors: Jean Michel Agostini, Nicolas Steinberg

September 1, 1966

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966

Authors: Jean Michel Agostini, Nicolas Steinberg

September 1, 1966