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Research papers

The market map

In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Are Kvaerk
June 1, 1978
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Citation

Kvaerk, A. (1978a, June 01). The market map. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/the-market-map


Research papers

Effective media selection

What I plan to do is to speak rather narrowly to the subject which was - you recall - the cost of effectiveness of different media and in doing so, to touch upon each of the papers though not in any case at any great length, as that's really more for...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Timothy Joyce
June 1, 1978
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Citation

Joyce, T. (1978a, June 01). Effective media selection. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/effective-media-selection


Research papers

Determining advertising budgets using econometrics

The only rational way to set an advertising budget is to estimate as well as one can the likely sales and cost consequences of each of the range of feasible advertising expenditures and choose the one which maximises the future profit (or other...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Michael Stewart
June 1, 1978
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Citation

Stewart, M. (1978a, June 01). Determining advertising budgets using econometrics. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/determining-advertising-budgets-using-econometrics


Research reports

Consumer attitudes to Easter Eggs

The general objectives of this research were toincrease understanding of consumer attitudes tobuying Easter Eggs. More specifically: 1. To establish motivations for purchase, for whom, and how purchases for childrendiffer from adults;2. To look at...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1978
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Citation

, C. (1978a, May 01). Consumer attitudes to Easter Eggs. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/consumer-attitudes-to-easter-eggs


Research reports

Qualitative research into Project Ship

Beechams Ltd., are currently developing a sugar-freeconfectionery - type product named Aquafreshers which has benefited for the teeth.Previous qualitative research has identified apositioning that wouldappear to be reasonably viable. Accordingly, a...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1978
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Citation

, C. (1978a, May 01). Qualitative research into Project Ship. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/qualitative-research-into-project-ship


Research reports

Research report on consumer reactions to the National Giro Bank

In March 1977 a test campaign was launched in the GranadaTV area using the local press, local radio, regional editionsof national dailies and television. The objectives of the campaign were: 1. To establish the identity of 'National Giro Bank'with an...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1978
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Citation

, C. (1978a, May 01). Research report on consumer reactions to the National Giro Bank. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/research-report-on-consumer-reactions-to-the-national-giro-bank


Research reports

Qualitative research on s 6 advertising

The product will be launched in test market in Tyne-Teesin September 1978. The objectives of the research reported here were toexamine the concept as represented by a finished DP'spress advertisement bound into a woman magazine, amongst target users.

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 3, 1978
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Citation

, C. (1978a, April 03). Qualitative research on s 6 advertising. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/qualitative-research-on-s-6-advertising


Research reports

The continental quilt story

Despite the fact that twenty-five percent of householdshave at least one Continental Quilt in the home thereis very low awareness of brands. This is no doubtdue to the fact that suppliers have relied almostexclusively on price as their major...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1978
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Citation

, C. (1978a, April 01). The continental quilt story. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/the-continental-quilt-story


Research reports

Eucryl toothpowder placement test report

Sanitas decided to conduct a researchstudy amongst current users of Eucryl Toothpowderin order to discover whether users can detect any differences in the taste and cleaning properties ofthe reformulated Eucryl (containing the substitutecompound)...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1978
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Citation

, C. (1978a, April 01). Eucryl toothpowder placement test report. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/eucryl-toothpowder-placement-test-report