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Research papers

Toward better media comparison

This committee was established in response to an industry need for clarification of the issues involved in measuring the effectiveness of advertising through media. Now the committee has recommended, and ARF’s Board of Directors has agreed, that...

Catalogue: ARF Guidelines Handbook
Authors: Seymour Banks, Stanley Canter, Richard F. Casey, Paul E. J. Gerhold, Jack R. Green, Robert E. Hughes, John H. Kofron, Frank W. Mansfield, Herbert M. Steele
June 15, 1971
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Citation

Banks et al. (1971a, June 15). Toward better media comparison. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/toward-better-media-comparison


Research papers

A brief critique of the Fishbein and other attitude models

My approach to the Fishbein model and other models in this paper is going to be critical to a certain extent. I would like to make clear that this is not to be taken for condemnation. The Fishbein model does indeed provide some very useful insights...

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

McDonald, C. (1971a, June 15). A brief critique of the Fishbein and other attitude models. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/a-brief-critique-of-the-fishbein-and-other-attitude-models


Research papers

A suggested explanation of the mechanisms of advertising

Advertising communication is not the only form of information available to the public concerning the products and brands offered it. Before attempting to determine how this advertising communication works, let us first place it in the context of...

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

Marc, M. (1971a, June 15). A suggested explanation of the mechanisms of advertising. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/a-suggested-explanation-of-the-mechanisms-of-advertising


Research papers

An approach to methods of combined socio-technological forecasting

It is argued that technological forecasting is necessary but by itself insufficient for overall effective R & D planning, because which of the many available technological alternatives are exploited will be a function of their social efficiency....

Catalogue: The European Marketing Research Review 1971
Author: Clark C. Ast
June 15, 1971
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Citation

Ast, C. C. (1971a, June 15). An approach to methods of combined socio-technological forecasting. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/an-approach-to-methods-of-combined-socio-technological-forecasting


Research papers

The company image as perceived by company personnel

The thesis developed is that if a company image is to be effective it must be upheld by all company personnel, and it must be based on fact. The paper falls into two sections. Section A: Some general conclusions based on the work in the area indicate...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Sherril Kennedy
June 15, 1971
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Citation

Kennedy, S. (1971a, June 15). The company image as perceived by company personnel. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/the-company-image-as-perceived-by-company-personnel


Research papers

The choice among media (French)

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 (French). ANA - ESOMAR. Retrieved November 23, 2025, from


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


Research papers

Addendum

In the original printed paper I said that a difficulty about the concept of "focus" was to know how to measure it, and that the nearest I could get was the brand image questioning system used on the API, which allows people to mention or not mention...

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

McDonald, C. (1971a, June 15). Addendum . ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/addendum-


Research papers

Comments on T. Nowak's and S. Smith's paper

There are some criticisms and comments we would like to append to our paper. The criticisms are self-directed, since I feel that we may not have fully communicated some elements of the T-Meter technique.

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

Smith, S. (1971a, June 15). Comments on T. Nowak's and S. Smith's paper. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/comments-on-t-nowak-s-and-s-smith-s-paper


Research papers

Consumer behaviour and motivation research

The study of the population's demand for consumer goods - as the stock of goods increases and becomes more diversified - is more and more complex. This research cannot be limited to gathering some global levels regarding sectors and big groups of...

Catalogue: The European Marketing Research Review 1971
Author: Eugen Barat
June 15, 1971
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Citation

Barat, E. (1971a, June 15). Consumer behaviour and motivation research. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/consumer-behaviour-and-motivation-research