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Research papers

Remarks suggested by the papers on advertising research

I have been asked to discuss the papers delivered in this session, and find myself in the difficult position of having to elaborate on what was said this morning. In trying to remain as positive as the speakers have been, I will attempt to use some...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Jean Arachtingi
June 15, 1963
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Citation

Arachtingi, J. (1963a, June 15). Remarks suggested by the papers on advertising research. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/remarks-suggested-by-the-papers-on-advertising-research


Research papers

Interviewing physicians

When we consider the physician as a member of the population, as a consumer, as a man who., like every other, is driving a car, reading a paper, voting, all that has been said about interviews in general applies to him. There is of course some...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Jules Klanfer
June 15, 1963
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Citation

Klanfer, J. (1963a, June 15). Interviewing physicians. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/interviewing-physicians


Research papers

The illusion of the "image" and the excess power of groups

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Hugh S. Hardy
June 15, 1963
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Citation

Hardy, H. S. (1963a, June 15). The illusion of the "image" and the excess power of groups. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/the-illusion-of-the-image-and-the-excess-power-of-groups


Research papers

Continuing advertising research in Switzerland

Since February 1962 we possess in GfM TREND a series of investigations which exhibit all the characteristics of a representative instrument. Monthly, the advertisements as well as the editorial contributions of leading magazines of German speaking...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Werner Ebersold
June 15, 1963
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Citation

Ebersold, W. (1963a, June 15). Continuing advertising research in Switzerland. ANA - ESOMAR. Retrieved July 14, 2025, from


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


Research papers

Respondent memory as factor in survey research

The market researcher depends, for much of the information he needs, upon the respondent's memory of his/her own behaviour, particularly buying behaviour and behaviour relation to the mass media. Amongst other things, the market researcher may need...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: William A. Belson
June 15, 1963
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Citation

Belson, W. A. (1963a, June 15). Respondent memory as factor in survey research. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/respondent-memory-as-factor-in-survey-research


Research papers

Use of the marketing experiment in the market development for new products

The study we were asked to carry out was related to a specific promotional strategy that the interested company had developed for a product included in its line. Objective of the study was to test by experiment the efficiency of this strategy in view...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Domenico d'Angelo
June 15, 1963
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Citation

d'Angelo, D. (1963a, June 15). Use of the marketing experiment in the market development for new products. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/use-of-the-marketing-experiment-in-the-market-development-for-new-products


Research papers

Is the tree-test applicable as auxiliary mean for poll-research?

In poll-research we have increasingly to solve functions concerning the character of people. In order to do this we need suitable methods for diagnoses, but specially such methods which are applicable to our current polls, and not only to...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Erp Ring
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1963
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Citation

Ring, E. (1963a, June 15). Is the tree-test applicable as auxiliary mean for poll-research?. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/is-the-tree-test-applicable-as-auxiliary-mean-for-poll-research-


Research papers

The use of retailer panel for test marketing

The use of retail panels for measuring, the impact of a new brand on the market, is an invaluable and indispensable method. A new brand must, if successful, make a measurable difference to the existing market, though how far test market results can...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Henry Nowik
June 15, 1963
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Citation

Nowik, H. (1963a, June 15). The use of retailer panel for test marketing. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/the-use-of-retailer-panel-for-test-marketing


Research papers

An approach to the assessment of press schedules

Press schedules need to be assessed in two respects. The first and most obvious of these is the question whether or not the money available has been disposed in the most efficient way, having regard to the advertising objectives. The technique...

Catalogue: ESOMAR/WAPOR Conference 1963
Authors: R. C. Carpenter, E. A. Rawes
June 15, 1963
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Citation

Carpenter and Rawes (1963a, June 15). An approach to the assessment of press schedules. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/an-approach-to-the-assessment-of-press-schedules