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Research papers

Selection models for publicity campaigns

In 1963 "Se Centre Francais de Recherche Operationnelle” whilst associated with the CEIR Inc. was examining the possibility of adopting the Mediametrics method in France. Such a tool - integrating numerous intuitive values into a linear model by...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean-François Boss
June 15, 1965
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Citation

Boss, J. (1965a, June 15). Selection models for publicity campaigns. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/selection-models-for-publicity-campaigns


Research papers

Market research in Switzerland

There is no exact information available on market research. Compared with scientific research in the various fields and extensive marketing activities at home and abroad, market research is still very modestly used. Indications however are that the...

Catalogue: ESOMAR Yearbook 1964-1965
Author: G. J. Krampf
June 15, 1965
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Citation

Krampf, G. J. (1965a, June 15). Market research in Switzerland. ANA - ESOMAR. Retrieved October 28, 2025, from


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


Research papers

A new method for measuring advertising effectiveness

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Daniel Adam, John Parfitt
June 15, 1965
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Citation

Adam and Parfitt (1965a, June 15). A new method for measuring advertising effectiveness. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness


Research papers

A method of market segmentation

Market analyses generally consist of examining how consumption or ownership of a given product varies according to certain socio-demographic criteria such as sex, age, social class, area, town size, etc. Each criterion is considered separately to...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean Michel Agostini
June 15, 1965
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Citation

Agostini, J. M. (1965a, June 15). A method of market segmentation. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/a-method-of-market-segmentation


Research papers

We are still confused- But on a higher level

Most case stories are. written when the success is an established fact. This paper is a case where part of the story was written in advance, in the form of objectives. To be precise, it is a case story the outcome of which is not yet known. The story...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Niels Vinding
June 15, 1965
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Citation

Vinding, N. (1965a, June 15). We are still confused- But on a higher level. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/we-are-still-confused--but-on-a-higher-level


Research papers

What is the market researcher doing in an advertising agency?

The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Paul Howard Berent
June 15, 1965
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Citation

Berent, P. H. (1965a, June 15). What is the market researcher doing in an advertising agency?. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/what-is-the-market-researcher-doing-in-an-advertising-agency-


Research papers

Recent developments of market research in Italy

A new phase in Market Research ? Perhaps it can hardly be considered, hut there has certainly been during these last few years an evolution towards greater specialisation. Many companies have been setting up their own Research Departments either on a...

Catalogue: ESOMAR Yearbook 1964-1965
Author: Edoarda Sanna
June 15, 1965
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Citation

Sanna, E. (1965a, June 15). Recent developments of market research in Italy. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/recent-developments-of-market-research-in-italy


Research papers

Can a correlation of advertising to sales be demonstrated?

The title of this talk is "can a correlation of advertising to sales be demonstrated?" It will have some resemblance to the Edward Albee play "Who's Afraid of Virginia Woolf". That is, the title poses a question which the author has no intention of...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Charles Einer Anderson
June 15, 1965
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Citation

Anderson, C. E. (1965a, June 15). Can a correlation of advertising to sales be demonstrated?. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/can-a-correlation-of-advertising-to-sales-be-demonstrated-


Research papers

Experience in the introduction of new food products

The term new product is very complex and should therefore he explained: we understand it to mean on the one hand a completely new product which just did not exist before. It is difficult to find an example for this. We can speak of a new product when...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Werner Ziefle
June 15, 1965
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Citation

Ziefle, W. (1965a, June 15). Experience in the introduction of new food products. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/experience-in-the-introduction-of-new-food-products