Resources Library by ANA

Summary of the 2nd day's proceedings

The author summarises the most interesting series of papers and discussions of the 2nd day of the ESOMAR Seminar "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Francis Harmar Brown

June 15, 1973

Exit: Marketing research industry

This paper is written by a management consultant; one who, by the nature of his task, must try to know, develop and fertilise the soil on which managerial talent in business can grow and bear fruit. One vital constituent of that soil is...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Martin van Mesdag

June 15, 1973

Juridical and institutional marketing framework

In addition to this survey on legal regulations for advertising, the marketing concept is relatively a new branch in Yugoslavia and therefore there are still not any special legal regulations neither for the advertising nor for other respective...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Julije Drasinover

June 15, 1973

Comments

The following will be a series of comments concerning the relationship between our clients and us, the Research Institutes rather than a fully structured paper. The comments I will be making relevant to the situation in France but I have the feeling...

Catalogue: Seminar 1973: Fieldwork, Sampling And Questionnaire Design

Author: Claude Nicolay

June 15, 1973

Distribution system and its functioning in socialist economy with special reference to Poland

After defining the concept of distribution and its place in marketing the author has presented the role of trade in Poland's economy. Then he discusses the channels of distribution, structure and organisation of retail and wholesale trade as well as...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Jerzy Dietl

June 15, 1973

From purchasing and consuming habits to basic underlying attitudes

Consequently, it is in order to offer the Marketing man better criteria for the definition and the recognition of a target group that various surveys have described readers, radio listeners, TV-viewers: - according to their main interests or...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Jean Quatresooz

June 15, 1973

Positioning

This paper describes a methodology : "creative motivation research" in which a group of consumers using non-verbal techniques in a prospective and goal-oriented setting are led to express their motivations, desires and fears concerning a product...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Udolpho van de Sandt

June 15, 1973

The integration of the staff in the enterprise and its significance in the regional surrounding (German)

As empirical social research is only beginning to enter these spheres of duties, we are presenting, based on the foundation of the results of two examinations, the inferring connections between enterprise congestion, staff integration and position of...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Wolfgang Hesse

Company: Basis-Kontakt GmbH

June 15, 1973

Operating effective panels for TV audience measurement

Panels offer certain advantages over sample surveys in providing TV audience measurement information more precisely and economically. As planning requirements for TV advertising become more sophisticated therefore, demand for TV panels is likely to...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Stephan Buck

June 15, 1973