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Research papers

Measuring advertising effectiveness

Professor Lucas and I have tried to bring together in one volume the most up-to-date information on two of the most important phases of advertising; 1. The measurement of advertising messages, and 2. the measurement of advertising media. It is too...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Steuart Henderson Britt
June 15, 1963
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Citation

Britt, S. H. (1963a, June 15). Measuring advertising effectiveness. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/measuring-advertising-effectiveness-212


Research papers

Opinion formation and value judgements of Turkish University students

Choice of topics closely related to urgent, rather non-political problems. Opinion research confined until recently to students of various levels, including university. Selected research projects carried out: Impact of the mechanisation of Turkish...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Nermin Abadan
June 15, 1963
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Citation

Abadan, N. (1963a, June 15). Opinion formation and value judgements of Turkish University students. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/opinion-formation-and-value-judgements-of-turkish-university-students


Research papers

The psychological index of the costs of living

For some years - and in many countries - an attempt has been made to become acquainted with the financial aspirations of individuals and to measure their psychological needs. In order to do this, the same question is regularly asked of samples of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Claude Goguel
June 15, 1963
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Citation

Goguel, C. (1963a, June 15). The psychological index of the costs of living. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/the-psychological-index-of-the-costs-of-living


Research papers

The illusion of the "image" and the excess power of groups (French)

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Hugh S. Hardy
June 15, 1963
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Citation

Hardy, H. S. (1963a, June 15). The illusion of the "image" and the excess power of groups (French). ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/the-illusion-of-the-image-and-the-excess-power-of-groups-french-


Research papers

Remarks suggested by the papers on advertising research

I have been asked to discuss the papers delivered in this session, and find myself in the difficult position of having to elaborate on what was said this morning. In trying to remain as positive as the speakers have been, I will attempt to use some...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Jean Arachtingi
June 15, 1963
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Citation

Arachtingi, J. (1963a, June 15). Remarks suggested by the papers on advertising research. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/remarks-suggested-by-the-papers-on-advertising-research


Research papers

Interviewing physicians

When we consider the physician as a member of the population, as a consumer, as a man who., like every other, is driving a car, reading a paper, voting, all that has been said about interviews in general applies to him. There is of course some...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Jules Klanfer
June 15, 1963
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Citation

Klanfer, J. (1963a, June 15). Interviewing physicians. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/interviewing-physicians


Research papers

The illusion of the "image" and the excess power of groups

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Hugh S. Hardy
June 15, 1963
×

Citation

Hardy, H. S. (1963a, June 15). The illusion of the "image" and the excess power of groups. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/the-illusion-of-the-image-and-the-excess-power-of-groups


Research papers

Continuing advertising research in Switzerland

Since February 1962 we possess in GfM TREND a series of investigations which exhibit all the characteristics of a representative instrument. Monthly, the advertisements as well as the editorial contributions of leading magazines of German speaking...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Werner Ebersold
June 15, 1963
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Citation

Ebersold, W. (1963a, June 15). Continuing advertising research in Switzerland. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/continuing-advertising-research-in-switzerland


Research papers

Respondent memory as factor in survey research

The market researcher depends, for much of the information he needs, upon the respondent's memory of his/her own behaviour, particularly buying behaviour and behaviour relation to the mass media. Amongst other things, the market researcher may need...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: William A. Belson
June 15, 1963
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Citation

Belson, W. A. (1963a, June 15). Respondent memory as factor in survey research. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/respondent-memory-as-factor-in-survey-research