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Research papers

Practical frameworks for advertising and research

Not many researchers started as copywriters. And few of these can be as lucid about research as is the following paper. An historical and practical review of advertising theories sets the scene. It reminds us that methods which worked in one...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Mary Tuck
June 15, 1980
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Citation

Tuck, M. (1980a, June 15). Practical frameworks for advertising and research . ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/practical-frameworks-for-advertising-and-research-


Research papers

The recognition and systematic study of phenomena of diffusion or contagion

In the times in which we live, there is perhaps no problem so fundamental, and which yet is so little taken into account in marketing research, as that of the effects of personal communication in all its diverse forms. While the idea of the existence...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Marc Vincent
June 15, 1980
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Citation

Vincent, M. (1980a, June 15). The recognition and systematic study of phenomena of diffusion or contagion . ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/the-recognition-and-systematic-study-of-phenomena-of-diffusion-or-contagion-


Research papers

Information systems

Management information systems are still designed to monitor internal historical events rather than to scan the business environment for future opportunities. This paper identifies the specific abilities which companies must have to survive during...

Catalogue: Seminar 1980: Information Systems In Action
Author: Martin van Mesdag
June 15, 1980
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Citation

van Mesdag, M. (1980a, June 15). Information systems. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/information-systems


Research papers

Introduction

The book reproduces and comments on a selection of ESOMAR papers. They have been chosen to represent the most useful research methods and the most illuminating case histories.

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Simon Broadbent
June 15, 1980
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Citation

Broadbent, S. (1980a, June 15). Introduction. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/introduction-1945


Research papers

What can one buy?

PREDICASTS is an international organisation which provides from its United Kingdom office a comprehensive service to marketing researchers in Europe. Information is available as data-basis and in publications.

Catalogue: Seminar 1980: Information Systems In Action
Author: Peter Martin
June 15, 1980
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Citation

Martin, P. (1980a, June 15). What can one buy?. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/what-can-one-buy-


Research reports

Consumer attitudes to service in the home

This research shows that there is a casefor national advertising at a corporate level,chiefly to communicate the Prudential as animportant company and therefore to boost the self-image of clients (and probably the self-image of Agents as well). But...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 1, 1980
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Citation

, C. (1980a, February 01). Consumer attitudes to service in the home. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/consumer-attitudes-to-service-in-the-home


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980
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Citation

Tuck and Harvey (1980a, January 01). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895


Research papers

Services preceding and completing advertising research

This short and early paper begins this book for two reasons. First, it sets out clearly the correct and productive relationship between the scrupulous and concerned researcher and the decision maker. Second, it shows the way an apparently simple...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Börje Lindberg
January 1, 1980
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Citation

Lindberg, B. (1980a, January 01). Services preceding and completing advertising research. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/services-preceding-and-completing-advertising-research


Research reports

Qualitative research on Frequence shampoo

L'Oreal has a third shampoo to add to the Elseverange, Frequence; a mild shampoo to cope with hairthat is frequently washed. The objectives of the research reported here were: 1. To establish to what degree the points of theadvertising strategy were...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1979
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Citation

, C. (1979a, December 01). Qualitative research on Frequence shampoo. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-frequence-shampoo