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Research papers

Should multi-country advertising research be universal or unique?

Every time we are asked to do cross-national advertising research, we must worry about comparability of data across countries. Unfortunately, we still do not know the situations and conditions under which we can clearly justify a universal approach...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Jagdish N. Sheth
March 1, 1979
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Citation

Sheth, J. N. (1979a, March 01). Should multi-country advertising research be universal or unique?. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/should-multi-country-advertising-research-be-universal-or-unique-


Research papers

The state of new product market research in the U.S. compared with Europe

This paper examines the current state of New Product Market Research in the U.S. and compares it with the state in Europe, from three basic perspectives: - New Product Research Techniques; - New Product/Market Opportunities; and the Stature of New...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: M. R. E. Normile
March 1, 1979
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Citation

Normile, M. R. (1979a, March 01). The state of new product market research in the U.S. compared with Europe. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/the-state-of-new-product-market-research-in-the-u-s-compared-with-europe


Research papers

The utilization of social policy research

Existing doubts about the viability of applied social science notwithstanding, systematic, empirical analyses of the utilization of social research are virtually absent. Based upon data from interviews with social researchers and policymakers about...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Mark van de Vall, Cheryl Bolas
March 1, 1979
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Citation

van de Vall and Bolas (1979a, March 01). The utilization of social policy research. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/the-utilization-of-social-policy-research


Research papers

Tv show loyalty in Finland

The success of a television show can be described with the same concepts as the success of a brand of a product. Cumulative penetration applies to both, share of repeat- buyers equals to the share of repeat-viewers , brand loyalty to programme...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Heikki J. Kasari
March 1, 1979
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Citation

Kasari, H. J. (1979a, March 01). Tv show loyalty in Finland. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/tv-show-loyalty-in-finland


Research papers

Uniformity and diversity in research operations in the USA and Europe

An American research buyer operating in Europe has his problems which are not unique to his situation but which are paralleled by any European buyer operating outside his own country, whether elsewhere in Europe, in the United States, or other...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Norman L. Webb
March 1, 1979
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Citation

Webb, N. L. (1979a, March 01). Uniformity and diversity in research operations in the USA and Europe. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/uniformity-and-diversity-in-research-operations-in-the-usa-and-europe


Research papers

Internationalizing marketing research

This treatise concerns the trending European-United States research environment and the inherent opportunity to internationalize marketing research practices. The first half addresses key factors drawing Europe and the United States closer together...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: John G. Keane
March 1, 1979
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Citation

Keane, J. G. (1979a, March 01). Internationalizing marketing research. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/internationalizing-marketing-research


Research papers

The case for primary readership

Consumer magazines occupy a unique position among U.S. advertising media. In total, they are a mass medium, yet taken individually, each carves out its own distinctive, selective audience. This selectivity is best delineated by primary readership,...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: William J. Wilson
March 1, 1979
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Citation

Wilson, W. J. (1979a, March 01). The case for primary readership. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/the-case-for-primary-readership


Research reports

Qualitative research into Yardley press advertising

J. Walter Thompson Ltd. has produced a series ofpress advertisements on behalf of Yardley Ltd.,which are designed in part to counteract thetraditional Yardley imagery, which, inter alia,involves conceptions of being dull, old-fashioned,and 'for older...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1979
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Citation

, C. (1979a, March 01). Qualitative research into Yardley press advertising . ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-yardley-press-advertising--11335


Research papers

High ratings can be wrong

This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised -...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Sue Stoessl, John Clemens
March 1, 1979
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Citation

Stoessl and Clemens (1979a, March 01). High ratings can be wrong. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/high-ratings-can-be-wrong