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Research papers

Contribution to the discussion Thursday afternoon, September 15th

The paper "A Special Advertising Program Directed to Children" is based on pure description and for the purpose of illustrating its contents mathematical symbols are used. This form of illustration is just another method of setting down logical...

Catalogue: ESOMAR Conference 1960
Author: Horst Stern
June 15, 1960
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Citation

Stern, H. (1960a, June 15). Contribution to the discussion Thursday afternoon, September 15th. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/contribution-to-the-discussion-thursday-afternoon-september-15th


Research papers

A new approach to the evaluation of advertising themes (French)

In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various...

Catalogue: ESOMAR Conference 1960
Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
June 15, 1960
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Citation

Emanuel, Klaassen and Theil (1960a, June 15). A new approach to the evaluation of advertising themes (French). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/a-new-approach-to-the-evaluation-of-advertising-themes-french-


Research papers

Consensus and cleavage among West European nations on Cold War issues (French)

The question I would like to raise here is how much consensus or agreement has there been on Cold War issues among the peoples of the West European nations. I am not talking about policy-makers in this paper, but about the populations which stand...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Helen Dinerman
June 15, 1959
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Citation

Dinerman, H. (1959a, June 15). Consensus and cleavage among West European nations on Cold War issues (French). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/consensus-and-cleavage-among-west-european-nations-on-cold-war-issues-french-


Research papers

Determining goals in research (French)

If you take even the most casual look at action research, probably two key things stand out about it. First, it usually proceeds with something of an experimental design; and, second, something of a cult has grown up about it. If you go into the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Shirley A. Star
June 15, 1959
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Citation

Star, S. A. (1959a, June 15). Determining goals in research (French). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/determining-goals-in-research-french-


Research papers

Measurement of media intangibles (French)

Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Andre Chudnoff
June 15, 1959
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Citation

Chudnoff, A. (1959a, June 15). Measurement of media intangibles (French). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/measurement-of-media-intangibles-french-


Research papers

Measuring the impact of communication

In its eleven years of existence the Israel Institute of Applied Social Research (Jerusalem) has made only one study entirely devoted to measuring the impact of communication. It was a blitz-survey on the radio-listening by the Israel population to...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Ruth Ludwig
June 15, 1959
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Citation

Ludwig, R. (1959a, June 15). Measuring the impact of communication. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/measuring-the-impact-of-communication


Research papers

Motivation research applied to political attitudes (French)

The sole purpose of the above example was to demonstrate the fundamental difference existing between investigations of attitudes and investigations of opinions. We believe that the investigation of political attitudes is destined gradually to replace...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Denis Lindon
June 15, 1959
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Citation

Lindon, D. (1959a, June 15). Motivation research applied to political attitudes (French). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/motivation-research-applied-to-political-attitudes-french-


Research papers

A new concept of marketing (French)

In this paper I would like to examine; what is really new in this new concept of marketing; to suggest a revision of the traditional approaches to the study of marketing; to show the organizational changes effected by the new trend in management...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bartolo Mardessich
June 15, 1959
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Citation

Mardessich, B. (1959a, June 15). A new concept of marketing (French). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/a-new-concept-of-marketing-french-


Research papers

Aided recall media research

The use of recall aids as a stimulus to the memory of informants has been most highly developed in media research, and it is from this field that I draw the two examples which I wish to discuss today. The I.P.A. National Readership Survey is a...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: David R. Aitchison
June 15, 1959
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Citation

Aitchison, D. R. (1959a, June 15). Aided recall media research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/aided-recall-media-research