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Research papers

Measuring and predicting sales effectiveness of advertisements

Is there any possibility to directly trace back turnover increases to the effect of certain advertising measures? or: Is it possible to measure or predict concrete sales effectiveness of advertising measures? or: Which profits bring this or the other...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Uwe Johannsen, Heinz Alpers, Paul Howard Berent
April 1, 1965
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Citation

Johannsen, Alpers and Berent (1965a, April 01). Measuring and predicting sales effectiveness of advertisements . ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/measuring-and-predicting-sales-effectiveness-of-advertisements-


Research papers

Experiments in comparative content of copy-test

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...

Catalogue: ESOMAR Congress 1964
Author: Heinz Alpers
September 7, 1964
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Citation

Alpers, H. (1964a, September 07). Experiments in comparative content of copy-test. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/experiments-in-comparative-content-of-copy-test


Research papers

Setting targets in advertising research

In this paper I have presented some of the first results of a systematic analysis of data which has been collected as part of a continuing survey to measure advertising communication. The results have been confined to measurements taken at a single...

Catalogue: ESOMAR Congress 1964
Author: Timothy Joyce
June 15, 1964
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Citation

Joyce, T. (1964a, June 15). Setting targets in advertising research. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/setting-targets-in-advertising-research


Research papers

Some applications of operational research to the problem of advertising

Management decision in the field of advertising is typically concerned with problems such as the size of the advertising budget, how the outlay should he distributed over time and within regions, what type of messages should be used and what media...

Catalogue: ESOMAR Yearbook 1963-1964
Author: David Lowe-Watson
June 15, 1964
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Citation

Lowe-Watson, D. (1964a, June 15). Some applications of operational research to the problem of advertising. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/some-applications-of-operational-research-to-the-problem-of-advertising


Research papers

The activities of the International Marketing Federation

The support ESOMAR could give to the I.M.F. is considerable. In fact ESOMAR is the European platform where the best specialists meet, those who want to discuss their ideas with their foreign colleagues and who want to share them with them. The I.M.F....

Catalogue: ESOMAR Yearbook 1963-1964
Author: Yves Fournis
June 15, 1964
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Citation

Fournis, Y. (1964a, June 15). The activities of the International Marketing Federation. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/the-activities-of-the-international-marketing-federation


Research papers

The intelligent use of psychology in marketing

The main purpose of this paper is to encourage a reassessment of the contribution psychologists are making and could make to the marketing process. It is probably unwise to generalise about the function of psychologists in various countries and most...

Catalogue: ESOMAR Congress 1964
Author: Julia Ann Burdus
June 15, 1964
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Citation

Burdus, J. (1964a, June 15). The intelligent use of psychology in marketing. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/the-intelligent-use-of-psychology-in-marketing


Research papers

A new model for a business game

In the realm of simulation techniques one must consider a certain number of objectives, fields of application, and methods. The principal objectives of such games are, to give individual attention to the formation of future decision-makers, to...

Catalogue: ESOMAR Congress 1964
Author: Guy Serraf
June 15, 1964
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Citation

Serraf, G. (1964a, June 15). A new model for a business game. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/a-new-model-for-a-business-game


Research papers

Analysis and evaluation of channels of distribution in consumer goods industries

Marketing of consumer goods has undergone important changes in most European countries in the past ten years and this evolution has not yet come to an end. New selling methods and new types of business firms in retailing and wholesaling, ever...

Catalogue: ESOMAR Yearbook 1963-1964
Author: F. R. Böhne
June 15, 1964
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Citation

Böhne, F. R. (1964a, June 15). Analysis and evaluation of channels of distribution in consumer goods industries. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/analysis-and-evaluation-of-channels-of-distribution-in-consumer-goods-industries


Research papers

The president's preface (English-French-German)

The role of ESOMAR, therefore, is to be the focal point of pioneers, those who have the faith and the enthusiasm to examine thoroughly their method a within a group of individuals who are ardent propagandist of market research in those national...

Catalogue: ESOMAR Yearbook 1963-1964
Author: Yves Fournis
June 15, 1964
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Citation

Fournis, Y. (1964a, June 15). The president's preface (English-French-German). ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/the-president-s-preface-english-french-german-