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Research papers

Advertising research

This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very...

Catalogue: ESOMAR Conference 1960
Author: Enrico Zanelli
Company: ESSO
June 15, 1960
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Citation

Zanelli, E. (1960a, June 15). Advertising research. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/advertising-research-89


Research papers

Advertising research (French)

This treatise does not pretend to bring anything new or to be complete. The ESOMAR Congress gives the writer an opportunity for reflecting on his own research activities, and for making a few marginal notes which will serve as the starting point for...

Catalogue: ESOMAR Conference 1960
Author: Sander de Leve
June 15, 1960
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Citation

de Leve, S. (1960a, June 15). Advertising research (French). ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/advertising-research-french--92


Research papers

Motivation research in the field of distribution (French)

What is usually named motivation research is the application of the methods of psychology and sociology to commercial problems, and is therefore nothing but a certain type of research in the field of distribution. Its special aim is to understand and...

Catalogue: ESOMAR Conference 1960
Author: Emeric Deutsch
June 15, 1960
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Citation

Deutsch, E. (1960a, June 15). Motivation research in the field of distribution (French). ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/motivation-research-in-the-field-of-distribution-french-


Research papers

A new approach to readership surveys

The survey which the weekly Paris-Match and the monthly Marie-Claire placed with Dorset&Co in 1957 had as its object to measure the household expenses of their readers and to compare them with the average expenses of French households. Seen from that...

Catalogue: ESOMAR Conference 1960
Author: William Bishop
June 15, 1960
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Citation

Bishop, W. (1960a, June 15). A new approach to readership surveys. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/a-new-approach-to-readership-surveys


Research papers

Methods of brand image research (French)

The second major application of brand, image study, to which the rest of this talk is devoted that of diagnosis of the brand situation in the market. Nobody is ever satisfied with their brand there is always room for improvement. What is the...

Catalogue: ESOMAR Conference 1960
Author: N. J. Squirrell
June 15, 1960
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Citation

Squirrell, N. J. (1960a, June 15). Methods of brand image research (French). ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/methods-of-brand-image-research-french-


Research papers

Distribution research

It is contended that this field of market research is relatively neglected by practitioners. In a period of rapid changes in the whole framework of distribution it is vital that our expertise should be as developed in this field as in the other. If...

Catalogue: ESOMAR Conference 1960
Author: A. B. de Vos
June 15, 1960
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Citation

de Vos, A. B. (1960a, June 15). Distribution research. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/distribution-research


Research papers

Contribution to the discussion Thursday afternoon, September 15th

The paper "A Special Advertising Program Directed to Children" is based on pure description and for the purpose of illustrating its contents mathematical symbols are used. This form of illustration is just another method of setting down logical...

Catalogue: ESOMAR Conference 1960
Author: Horst Stern
June 15, 1960
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Citation

Stern, H. (1960a, June 15). Contribution to the discussion Thursday afternoon, September 15th. ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/contribution-to-the-discussion-thursday-afternoon-september-15th


Research papers

A new approach to the evaluation of advertising themes (French)

In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various...

Catalogue: ESOMAR Conference 1960
Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
June 15, 1960
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Citation

Emanuel, Klaassen and Theil (1960a, June 15). A new approach to the evaluation of advertising themes (French). ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/a-new-approach-to-the-evaluation-of-advertising-themes-french-


Research papers

Consensus and cleavage among West European nations on Cold War issues (French)

The question I would like to raise here is how much consensus or agreement has there been on Cold War issues among the peoples of the West European nations. I am not talking about policy-makers in this paper, but about the populations which stand...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Helen Dinerman
June 15, 1959
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Citation

Dinerman, H. (1959a, June 15). Consensus and cleavage among West European nations on Cold War issues (French). ANA - ESOMAR. Retrieved December 02, 2025, from


https://ana.esomar.org/documents/consensus-and-cleavage-among-west-european-nations-on-cold-war-issues-french-