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Research papers

Patterns in the ways that advertising works

The paper has been developed as a generalisation of the conditions where certain methods, advice and cautions are in order on the choice and interpretation of research. Two main ideas are brought out: the importance of the product to a person and the...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Charles W. Clunies-Ross
Company: Nestlé
June 15, 1967
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Citation

Clunies-Ross, C. W. (1967a, June 15). Patterns in the ways that advertising works. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/patterns-in-the-ways-that-advertising-works


Research papers

The Club Méditerranée

The basis of this paper is a research study carried out on behalf of the Club Mediterranee by CPV Promos and our appreciation must be extended to the Club for their agreement to publish all the information given here.

Catalogue: Seminar 1967: Travel and Tourism
Author: C. N. Cole
June 15, 1967
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Citation

Cole, C. N. (1967a, June 15). The Club Méditerranée. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/the-club-m-diterran-e


Research papers

Tourist market research from viewpoint of an (official) national tourist organisation

Compared to consumer and production goods industries, market research (meaning thereby above all field research) has been rather scarce in tourism. These last years, an increasing activity could be observed in this field. Yet, initiative has been...

Catalogue: Seminar 1967: Travel and Tourism
Authors: Paul Risch, Jost Krippendorf, Jacques Antoine, Robert Irvine
June 15, 1967
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Citation

Risch, Krippendorf, Antoine and Irvine (1967a, June 15). Tourist market research from viewpoint of an (official) national tourist organisation . ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/tourist-market-research-from-viewpoint-of-an-official-national-tourist-organisation-


Research papers

Wanted!

Here you see that in about 20 years from now, Africa's and Latin America's population will grow by about 70%, Asia by somewhat over 40%, North America by a good 30% and Europe by less than 20%. What do these growth rates mean for the airline...

Catalogue: Seminar 1967: Travel and Tourism
Author: J. F. A. de Soet
Company: Air France-KLM Group
June 15, 1967
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Citation

de Soet, J. F. (1967a, June 15). Wanted!. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/wanted-


Research papers

The tour operator's point of view

The past decade has seen an enormous growth in the number of persons from the United Kingdom taking an annual holiday outside the country. Within an overall growth of the market, the most prominent feature has been the increase in the number of...

Catalogue: Seminar 1967: Travel and Tourism
Author: Peter B. Mooney
June 15, 1967
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Citation

Mooney, P. B. (1967a, June 15). The tour operator's point of view . ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/the-tour-operator-s-point-of-view-


Research papers

How advertising works

I am delighted to have this opportunity to share opinions with you in a discussion of how advertising works. It is a subject of much discussion and little agreement. A useful starting point in considering how advertising works is to reflect briefly...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Thornton C. Lockwood
June 15, 1967
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Citation

Lockwood, T. C. (1967a, June 15). How advertising works. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/how-advertising-works


Research papers

Some people are more equal than others

I want to express my concern that we should avoid at all costs the error of supposing that advertising only works one way and that the best way to communicate with people and motivate them to action is constant between people and between situations....

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Julia Ann Burdus
June 15, 1967
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Citation

Burdus, J. (1967a, June 15). Some people are more equal than others. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/some-people-are-more-equal-than-others


Research papers

Summary

The Seminar on Market Research and Tourism is coming to an end. Let me briefly summarise its achievements. The thing that has impressed me most at this seminar was the difference between the almost unlimited optimism of the air transport companies...

Catalogue: Seminar 1967: Travel and Tourism
Author: Werner Wyss
June 15, 1967
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Citation

Wyss, W. (1967a, June 15). Summary. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/summary


Research papers

In reply to mr. Stapel

Mr. Stapel has found a positive correlation between recall and behaviour. Now facts are facts and facts are holy. Let's further assume that his interpretation of what he found is correct. Now other researchers have done work on the relationship...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). In reply to mr. Stapel. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/in-reply-to-mr-stapel