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Research papers

Creativity and accountability in international advertising research

Advertising research has always had two objectives: First, to help the creative person sharpen and improve the execution of strategic positioning and ideas. To help him push his imagination as far as the understanding of the consumer will permit....

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Lorenz C. Andersen
June 15, 1988

Research papers

Strong brand personality and multi-country appeal

Strong brand personalities seem to need deep roots into local culture, whereas multi-cultural ambitions rule out names with only specific geographically limited meanings. As names are expected today to concentrate much of the projected positioning,...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Olwen H. Wolfe
June 15, 1988

Research papers

TESI

Testmarket simulation can be used to predict the market share of a new product before its market introduction and it can provide diagnostic information concerning the product design, packaging, pricing and advertising. This information enables the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Bernd Erichson, Karl-Ludwig Börtzler
June 15, 1988

Research papers

Testing marketing action with scanning data

The constantly developing equipment of outlets in electronic check-outs offers new possibilities of responses to manufacturers' information needs. In fact, the installation of test zone like the SECODIP SCANNEL proves, at the same time, the dynamism...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Denis Bied-Charreton, Isabelle Le Roy
June 15, 1988

Research papers

To serve them all our days

The financial service industry is moving towards a more consumer, rather than product-led, orientation, with the philosophy of good service now becoming increasingly important. However, in this expanding area of market research the facilitator and...

Catalogue: Seminar 1988: Research For Financial Services
Authors: Kate Willis, Amanda Keech
June 15, 1988

Research papers

Towards a European standard for television audience measurement

The paper discusses the way in which new media are likely to develop in the immediate future and considers the implications of these changes for audience measurement systems across the European market. Existing systems are largely designed for...

Catalogue: Seminar 1988: Media And Media Research
Author: Tony Twyman
June 15, 1988

Case studies

Researching hard to reach audiences

This paper presents four case studies of research projects which our firm has conducted recently among attractive, but hard-to-reach audiences. - The American Chicle Youth Poll, a landmark study of the attitudes and opinion of American youth, ages 8...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Gunilla C. Broadbent, Edward B. Keller
June 15, 1988

Research papers

Satellite television-establishing the pan European audience

Before deciding on the best method to measure this audience it is essential to determine both what is to be measured and how the results are going to be used. In terms of what to measure, there are two components in the Pan European Television...

Catalogue: Seminar 1988: Media And Media Research
Author: Sian Lloyd
June 15, 1988

Research papers

Multi-country readership research in Europe

I will talk first about the European multi-country readership surveys in current use, and then about the rules of the game, or why the multi-country surveys are the way they are. The surveys in current use can be put into two categories: broad...

Catalogue: Seminar 1988: Media And Media Research
Author: Michael D. Ryan
June 15, 1988