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Research papers

Misunderstandings between advertising research men and creative men

Satisfactory results that are obtained from good cooperation between advertising researchers and creative men are only possible if there are really congenial partners on either side who respect each other both professionally and personally. It is...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Gunther Komp, Heinz Alpers, Paul Howard Berent
June 15, 1965
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Citation

Komp, Alpers and Berent (1965a, June 15). Misunderstandings between advertising research men and creative men. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/misunderstandings-between-advertising-research-men-and-creative-men


Research papers

Should advertisements be "believable" or "convincing"?

"Importance" and "believability" rank highest in Alfred Politz' scale of what is efficient advertising, with "uniqueness" in third position. Now, if the relationship between these three criteria is in fact of the kind Politz stated, then the exact...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Wolfgang Schaefer
June 15, 1965
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Citation

Schaefer, W. (1965a, June 15). Should advertisements be "believable" or "convincing"?. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/should-advertisements-be-believable-or-convincing-


Research papers

The computer in media planning

The media planner in the U.K. media situation is faced with a very large area of choice, together with a lot of information about the combinations of media he can select to reach a particular market for a particular sum of money. Judgements have to...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: M. H. J. Webb
June 15, 1965
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Citation

Webb, M. H. (1965a, June 15). The computer in media planning . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-computer-in-media-planning-


Research papers

The use of market research in international marketing management

In the context of this paper, I have restricted the term "International Marketing" to cover only the marketing of consumer goods with substantial advertising appropriations, i. e. appropriations aimed at and intended to create consumer demand for a...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Roger Goldsmith
June 15, 1965
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Citation

Goldsmith, R. (1965a, June 15). The use of market research in international marketing management . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-use-of-market-research-in-international-marketing-management-


Research papers

Market research in Finland

The interest in and the use of market research has again expanded in Finland. General consumer surveys as well as special services are used more regularly than hitherto. There have been training courses for young market researchers arranged by an...

Catalogue: ESOMAR Yearbook 1964-1965
Author: A. Raula
June 15, 1965
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Citation

Raula, A. (1965a, June 15). Market research in Finland. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/market-research-in-finland


Research papers

Integration of "industrial" and "consumer" marketing research

A small survey consisting of a total of 189 unstructured, personal interviews was carried out over a period of six months (September 1964 - February 1965) with manufacturers of industrial goods (at Board level and market researcher level), consumer...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Henk L. Bos
June 15, 1965
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Citation

Bos, H. L. (1965a, June 15). Integration of "industrial" and "consumer" marketing research. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/integration-of-industrial-and-consumer-marketing-research


Research papers

Market research in Spain and in Sweden

At present there are in Spain a number of market research organisations with the proper technique and field staff which can accept market research studies of any kind. While in Sweden The association of the eleven leading market research institutes...

Catalogue: ESOMAR Yearbook 1964-1965
Authors: Pedro Crespo Franco, Bo P. Kaiser
June 15, 1965
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Citation

Franco and Kaiser (1965a, June 15). Market research in Spain and in Sweden. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/market-research-in-spain-and-in-sweden


Research papers

Methods of measuring the difficulty of language used in advertising copy

This report describes the principal methods used for measuring the difficulty of language, makes a critical survey of the circumstances in which they can be used and discusses the problems associated with adapting some of them to other languages....

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Pompeo Abruzzini
June 15, 1965
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Citation

Abruzzini, P. (1965a, June 15). Methods of measuring the difficulty of language used in advertising copy. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/methods-of-measuring-the-difficulty-of-language-used-in-advertising-copy


Research papers

The measurement of pupil dilation as a market research tool

This paper is intended to serve as an introduction to a technique that is relatively new to the market research world. It will explain the essential mechanism of pupil change, and describe the equipment and the experimental conditions that are...

Catalogue: ESOMAR/WAPOR Conference 1965
Authors: Günter König, Carmen Lakaschus, Mark R. C. Lovell
June 15, 1965
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Citation

König, Lakaschus and Lovell (1965a, June 15). The measurement of pupil dilation as a market research tool. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-measurement-of-pupil-dilation-as-a-market-research-tool