The following paper gives a summary of articles from papers, which are dealing with themes of management, marketing, market research and advertising. The various aspects are summarised in 10 statements. These statements will be taken into consideration in respect of how they came into being, what has to be done in the future to meet them and which perspectives in respect of this development could or should a market researcher have.
The following paper gives a summary of articles from papers, which are dealing with themes of management, marketing, market research and advertising. The various aspects are summarised in 10 statements. These statements will be taken into consideration in respect of how they came into being, what has to be done in the future to meet them and which perspectives in respect of this development could or should a market researcher have.
This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is not one applied to an individual problem, it is an attempt to generalise about how styles of advertising are associated with advertisement recall). The conclusions are sensible: each method has its own advantages and none of them is enough on its own; the researcher must communicate clearly (nowadays we would not say so easy . . . that even the advertising man can grasp the definitions!); he and the creative man must be partners.
Satisfactory results that are obtained from good cooperation between advertising researchers and creative men are only possible if there are really congenial partners on either side who respect each other both professionally and personally. It is management's duty to select the right people for the right position. The development in industry automatically involves an increased risk in making investments in the market. We owe a very high degree of responsibility to those who entrust their money to our ideas. We are fully aware of this fact. And this is why we expect our ideas to be reasonably guided and that everything possible will be done to obtain a maximum degree of safety. But to guide ideas does not mean to put a brake to them. And there is no such thing as absolute safety. He who would be able to offer safety that is absolute would have deserved to handle all the advertising accounts in the world.
Let list all the copy-test methods which we Included in our research programme. One of the methods has been used since 1961 in our agency, the other tests are such offered by market research institutes as standardised methods. The tests described in this paper are divided into pre-test methods and post-test methods according to the order of sequence at which they were examined during this research programme.
The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this early stage is to give you a brief outline of its principal, findings: The study Includes three sections: 1) a sample survey among inhabitants of the Federal Republic of Germany from 15 years of age onwards who engage in amateur handcrafts; 2) an inquiry among retail dealers in medium and large towns specialising in supplies for amateur craftsmen; 3) an inquiry among (professional) handicraftsmen whose services are in part no longer called upon by amateur craftsmen.
The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this early stage is to give you a brief outline of its principal, findings: The study Includes three sections: 1) a sample survey among inhabitants of the Federal Republic of Germany from 15 years of age onwards who engage in amateur handcrafts; 2) an inquiry among retail dealers in medium and large towns specialising in supplies for amateur craftsmen; 3) an inquiry among (professional) handicraftsmen whose services are in part no longer called upon by amateur craftsmen.