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Research papers

Methods of brand image research

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. ANA - ESOMAR. Retrieved November 10, 2025, from


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


Research papers

New possibility of comparative testing of advertisements

About two years ago at the Danish Gallup Institute, we began to work on the problem of finding new methods for comparative testing. We wanted to work out a technique, which would abolish "don't know" answers and, furthermore, separate the wording of...

Catalogue: ESOMAR Conference 1960
Author: J. Lorenz-Christensen
June 15, 1960
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Citation

Lorenz-Christensen, J. (1960a, June 15). New possibility of comparative testing of advertisements. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/new-possibility-of-comparative-testing-of-advertisements


Research papers

The consumption pioneers

Pioneer consuming is often related to income and age of the consumer. Not completely however, nor is it always true. Pioneer consuming to a certain extent covers many product groups, durables as well as small ticket items. However--specific product...

Catalogue: ESOMAR Conference 1960
Author: Jan Stapel
June 15, 1960
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Citation

Stapel, J. (1960a, June 15). The consumption pioneers. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/the-consumption-pioneers


Research papers

A short-cut method for estimating the unduplicated audience of a combination of media (French)

The purpose of this paper is to describe a short-cut method of sizing the unduplicated audience of a combination of media starting from data given on the duplication of these media taken two by two. In other words, when applied to the CESP results,...

Catalogue: ESOMAR Conference 1960
Author: Jean Michel Agostini
June 15, 1960
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Citation

Agostini, J. M. (1960a, June 15). A short-cut method for estimating the unduplicated audience of a combination of media (French). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/a-short-cut-method-for-estimating-the-unduplicated-audience-of-a-combination-of-media-french-


Research papers

Advertising research

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. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/advertising-research-90


Research papers

The application of survey methods to forecasting (French)

With very few exceptions, empirical social research methods are being used primarily for purposes of predicting future events or behaviour. Sociological and economic analyses, even where on their face they appear to be nothing but fact finding or...

Catalogue: ESOMAR Conference 1960
Author: Klaus von Dohnanyi
June 15, 1960
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Citation

von Dohnanyi, K. (1960a, June 15). The application of survey methods to forecasting (French). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/the-application-of-survey-methods-to-forecasting-french-


Research papers

The consumption pioneers (French)

Pioneer consuming is often related to income and age of the consumer. Not completely however, nor is it always true. Pioneer consuming to a certain extent covers many product groups, durables as well as small ticket items. However--specific product...

Catalogue: ESOMAR Conference 1960
Author: Jan Stapel
June 15, 1960
×

Citation

Stapel, J. (1960a, June 15). The consumption pioneers (French). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/the-consumption-pioneers-french-


Research papers

A new approach to the evaluation of advertising themes

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. ANA - ESOMAR. Retrieved November 10, 2025, from


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


Research papers

Comments on the papers to be read on Thursday afternoon, September 15th, on advertising by A.S.C Ehrenberg

In the paper we are presented with a model relating motives of the purchasing public, the activation of these motives, and advertising effectiveness. Whilst in general welcoming any signs of a theoretical, i.e. generalising, approach in market...

Catalogue: ESOMAR Conference 1960
Author: Andrew S. C. Ehrenberg
June 15, 1960
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Citation

Ehrenberg, A. S. (1960a, June 15). Comments on the papers to be read on Thursday afternoon, September 15th, on advertising by A.S.C Ehrenberg. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/comments-on-the-papers-to-be-read-on-thursday-afternoon-september-15th-on-advertising-by-a-s-c-ehrenberg