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Research papers

A method of evaluating advertising penetration

The title of this expose might possibly be misleading as it does not concern an entirely new method of measuring advertising penetration by some simple formula. It is concerned rather with a process of analysis, using as a basis information which in...

Catalogue: ESOMAR Congress 1964
Author: Claude Matricon
June 15, 1964
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Citation

Matricon, C. (1964a, June 15). A method of evaluating advertising penetration. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/a-method-of-evaluating-advertising-penetration


Research papers

Applications of operations research to the optimal determination of advertising budgets

If we consider th.at O.R. is becoming, day by day, a more and more important subject in advertising magazines and congresses, we can say that the interest in this discipline is spreading successfully also among advertising people. For this reason...

Catalogue: ESOMAR Congress 1964
Author: Gilberto Valentini
June 15, 1964
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Citation

Valentini, G. (1964a, June 15). Applications of operations research to the optimal determination of advertising budgets. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/applications-of-operations-research-to-the-optimal-determination-of-advertising-budgets


Research papers

The sentient ecosystem

This paper treats the marketing activity as a system which relates the producer and his market. Cyberneticians call this an ecosystem, a. word which is a contraction of the phrase ‘ecological system'. Ecology is that branch of biology which...

Catalogue: ESOMAR Congress 1964
Author: Stafford Beer
June 15, 1964
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Citation

Beer, S. (1964a, June 15). The sentient ecosystem. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/the-sentient-ecosystem


Research papers

Psycho-technology and consumer research

Psycho-technology derives from the practical needs of modern engineering. Similar needs for similar reasons exist in other parts of modem culture and therefore these needs operate also in marketing and for the consumer. Three implications from...

Catalogue: ESOMAR Congress 1964
Author: Jack G. Field
June 15, 1964
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Citation

Field, J. G. (1964a, June 15). Psycho-technology and consumer research. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/psycho-technology-and-consumer-research


Research papers

The activities of the International Marketing Federation (French)

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 (French). ANA - ESOMAR. Retrieved June 19, 2025, from


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


Research papers

Marketing research in the pharmaceutical industry throughout the world

The pharmaceutical industry is one of the hard-to-classify, unique industries, which does not properly belong strictly to the industrial group, nor can its products be considered as consumer items. Drugs are promoted to one group, the physicians,...

Catalogue: ESOMAR Congress 1964
Author: Alberta R. Edwards
June 15, 1964
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Citation

Edwards, A. R. (1964a, June 15). Marketing research in the pharmaceutical industry throughout the world. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/marketing-research-in-the-pharmaceutical-industry-throughout-the-world


Research papers

Public image surveys for assisting companies whose image policy is poorly adjusted to the environment

This paper will deal with these "maladjusted'' companies and methods of helping them to overcome their problems. v i In the first section we shall attempt to pinpoint the source of maladjustment inherent in company structures and in the mentality of...

Catalogue: ESOMAR Congress 1964
Author: Alain de Vulpian
June 15, 1964
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Citation

de Vulpian, A. (1964a, June 15). Public image surveys for assisting companies whose image policy is poorly adjusted to the environment. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/public-image-surveys-for-assisting-companies-whose-image-policy-is-poorly-adjusted-to-the-environment


Research papers

Methodological aspects of a survey by sounding carried out by Gaz de France

The more and more frequent use of electronic computers, during the recent years, for the interpretation of the data collected in market studies by sounding has focussed attention on the necessity of an increased methodological rigour resulting from...

Catalogue: ESOMAR Congress 1964
Author: Andre Des Royeries
June 15, 1964
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Citation

Des Royeries, A. (1964a, June 15). Methodological aspects of a survey by sounding carried out by Gaz de France. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/methodological-aspects-of-a-survey-by-sounding-carried-out-by-gaz-de-france


Research papers

The use of surveys in the planning of new urban areas

Since the end of the war, French municipalities have been obliged to carry out town planning operations in order to overcome a serious housing crisis. First of all, there was the construction of groups containing only a few buildings and then, under...

Catalogue: ESOMAR Congress 1964
Authors: Pierre Guetta, Robert Jeantur
June 15, 1964
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Citation

Guetta and Jeantur (1964a, June 15). The use of surveys in the planning of new urban areas. ANA - ESOMAR. Retrieved June 19, 2025, from


https://ana.esomar.org/documents/the-use-of-surveys-in-the-planning-of-new-urban-areas