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Case studies

The application of the media selection model to selective sampling

This paper will deal with the problem of choice between two activities, advertising versus selective sampling as below-the- line activity. It will explore the possibility of achieving objective standards of decision according to procedures followed...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Jan Ligthart
June 15, 1971
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Citation

Ligthart, J. (1971a, June 15). The application of the media selection model to selective sampling . ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-application-of-the-media-selection-model-to-selective-sampling-


Research papers

A view from the floor

The comments which I propose to make on the Seminar should be read in the light of two factors, firstly for twelve years I was actively engaged in below-the-line activities on the 'client' side of the business and for two years have been running an...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: J. A. Kershaw
June 15, 1971
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Citation

Kershaw, J. A. (1971a, June 15). A view from the floor . ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/a-view-from-the-floor-


Research papers

A continuing world-wide research programme

This paper is not intended to be a technical contribution, although we will comment on some techniques and methods that we use. Rather, our purpose today is to focus upon the development, implementation and administration of a global multi-country...

Catalogue: Seminar 1971: Multi-Country Research
Authors: Theodore Nowak, William J. Wilson
Company: The Coca-Cola Company
June 15, 1971
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Citation

Nowak and Wilson (1971a, June 15). A continuing world-wide research programme. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/a-continuing-world-wide-research-programme


Research papers

Comments on dr. Joyce's paper

I do not wish to comment on Timothy Joyce's paper at length, but there are several points at which he misrepresents Fishbein theory, and I would like to comment on two of these.

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

Tuck, M. (1971a, June 15). Comments on dr. Joyce's paper. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/comments-on-dr-joyce-s-paper


Research papers

Application of a general model in multi-national marketing planning

The model has behaved well in forecasting total sales in the different countries, and it is noteworthy that it has predicted extremely different sales developments in different countries. Moreover, it will be discussed how its application has...

Catalogue: Seminar 1971: Multi-Country Research
Authors: Oluf T. Damm, Flemming Hansen
June 15, 1971
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Citation

Damm and Hansen (1971a, June 15). Application of a general model in multi-national marketing planning. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/application-of-a-general-model-in-multi-national-marketing-planning


Research papers

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: A. B. Cowling
Company: KANTAR TNS Malaysia
June 15, 1971
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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning


Research papers

Planning a multi-country research

The logic of marketing which launched the decision makers to be conscious of the entire environment of their areas of operation., is now encouraging companies to surpass the boundaries of these areas and become international,- inter-sectorial, etc....

Catalogue: Seminar 1971: Multi-Country Research
Author: Mario Miraglia
June 15, 1971
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Citation

Miraglia, M. (1971a, June 15). Planning a multi-country research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/planning-a-multi-country-research


Research papers

Report-back from working group I

The group welcomed the distinctions drawn on the first day between the various types of promotional activity and regretted that these distinctions were not subsequently maintained when interpreting research into promotions - particularly panel data....

Catalogue: Seminar 1971: Below-The-Line Activities
Author: F. R. Jephson
June 15, 1971
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Citation

Jephson, F. R. (1971a, June 15). Report-back from working group I . ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/report-back-from-working-group-i-


Research papers
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Citation

Holm, K. (1971a, June 15). Report-back from working group IV. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/report-back-from-working-group-iv-845