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Research papers

How to make the most of your brand (French)

This example shows well that this way of reasoning and its pertaining techniques made it possible to find a competitive locating which helped to endow red AMBASSADEUR with a strong personality and to use at the same time all the potentialities of the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Anne Marie Naud, Richard Lancestre
June 15, 1984
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Citation

Naud and Lancestre (1984a, June 15). How to make the most of your brand (French). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/how-to-make-the-most-of-your-brand-french-


Research papers

Information technology bypasses boundaries

At this moment centralised international data collection via telephone is the most dominant form. Since it first started hesitantly in Europe about five years ago, enough experience has now been gathered to evaluate its benefits, its complications,...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Emile M. C. van Westerhoven
June 15, 1984
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Citation

van Westerhoven, E. M. (1984a, June 15). Information technology bypasses boundaries. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/information-technology-bypasses-boundaries


Research papers

The relative position of media planning and the relative importance in making one's own research and planning

This paper demonstrates why a manufacturer of branded goods, line Henkel, does its own media planning and research although there are numerous free services offering media planning figures, media programmes and research in West Germany.

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Hans Kratz
June 15, 1984
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Citation

Kratz, H. (1984a, June 15). The relative position of media planning and the relative importance in making one's own research and planning. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-relative-position-of-media-planning-and-the-relative-importance-in-making-one-s-own-research-and-planning


Research papers

Validation of copy: Testing measures based on in-market performance

This paper will describe a project recently undertaken in the United States to attempt to validate some commonly used copy testing measures. New Product commercials were chosen for study for two reasons: 1. in their own right, they represent a...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: David W. Olson
June 15, 1984
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Citation

Olson, D. W. (1984a, June 15). Validation of copy: Testing measures based on in-market performance. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/validation-of-copy-testing-measures-based-on-in-market-performance


Research papers

Reaching the right people

This investigation concerns itself with two major media of appeal to housewives in Britain: commercial television and women's magazines. It can be demonstrated that these two media — or more accurately their audiences — are distinctly...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Authors: Derek H. Davies, Michael Grant
June 15, 1984
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Citation

Davies and Grant (1984a, June 15). Reaching the right people. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/reaching-the-right-people


Research papers

Does media research affect media planning

The following paper considers why we need media research, looks at relevant anticipated environmental changes, describes the current research and, having defined what the objectives are, suggests an outline for the requirements of media research in...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Doug L. Thornes
April 11, 1984
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Citation

Thornes, D. L. (1984a, April 11). Does media research affect media planning. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/does-media-research-affect-media-planning


Research papers

The past is the future again

Is the past the future again? Will we live to see a relaunch of optimisation? Is it worth the trouble to look into the matter again? Do we now have the chance to use media selection models more efficiently? Could we use all possible means today? Or...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Otmar Ernst
April 11, 1984
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Citation

Ernst, O. (1984a, April 11). The past is the future again. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-past-is-the-future-again


Research papers

Theory and practice of media mix decisions

This paper is aimed to throw some light on the ways media research data are, indeed, affecting the media planning processes. Although the media availability in West Germany is entirely different from the availability of media in Canada, the planning...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Authors: Rolf Speetzen, Hans Vorster
April 11, 1984
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Citation

Speetzen and Vorster (1984a, April 11). Theory and practice of media mix decisions . ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/theory-and-practice-of-media-mix-decisions-


Research papers

Opening of the seminar

We have discussed the various methodical problems of media research. Case studies have been presented, survey designs have been discussed and the findings of very important and sometimes only important surveys have been elaborated. The methodical...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Otmar Ernst
April 11, 1984
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Citation

Ernst, O. (1984a, April 11). Opening of the seminar. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/opening-of-the-seminar-2465