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Research papers

The gold cup

In this paper, we see the partnership in action. The case history is a simple one, some would say naive. No methodology is put forward from which we may benefit. The research was not formal: it consisted only of the team itself visiting sales...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Robert E. Miller
June 15, 1980
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Citation

Miller, R. E. (1980a, June 15). The gold cup . ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/the-gold-cup-


Research papers

What do we know about how advertising works?

The paper shows clearly that previous advertising theories were too often based on unwarranted assumptions. It raises as questionable many points of view which previously seemed convincing. The emotional, reinforcing roles of advertising are...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Timothy Joyce
June 15, 1980
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Citation

Joyce, T. (1980a, June 15). What do we know about how advertising works?. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/what-do-we-know-about-how-advertising-works--2021


Research papers

Media measurement

This paper summarises the importance and problems of advertising effectiveness measurement in general, media measurement, major approaches for measuring advertising effectiveness, the development of media measurement in Turkey during the past ten...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Kemal Kurtulu
June 15, 1980
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Citation

Kurtulu, K. (1980a, June 15). Media measurement. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/media-measurement


Research papers

Miscellaneous

Introductory paragraph to "Miscellaneous" section of the book "Market researches look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Miscellaneous. ANA - ESOMAR. Retrieved November 28, 2025, from


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


Research papers

Multi dimensional measurement of involvement with social problems

Students of public opinion are well aware that important differences exist in people's involvement with the major (social) issues of the day. The concept of involvement has no scientific status in the social sciences, and there has been no endeavour...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls
Author: Peter H. van Westendorp
June 15, 1980
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Citation

van Westendorp, P. H. (1980a, June 15). Multi dimensional measurement of involvement with social problems. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/multi-dimensional-measurement-of-involvement-with-social-problems


Research papers

Advertising, promotion and medical detailing

The basic concept of the method consists in merging together all of a company’s data available on a sample of panel doctors. The data covers, first the drug and qualities prescribed by the panel, next the dates of the marketing actions performed...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jean-Mathieu Paoli
June 15, 1980
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Citation

Paoli, J. (1980a, June 15). Advertising, promotion and medical detailing . ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/advertising-promotion-and-medical-detailing-


Research papers

An experiment in building a marketing information system

In this paper we describe how we tried to solve a marketing information system need. First, we explain why we were gradually convinced it was necessary. The second step in our thinking was to list all the data we had and wanted to integrate in it....

Catalogue: Seminar 1980: Information Systems In Action
Authors: Françoise Rostand, Marc Olive
June 15, 1980
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Citation

Rostand and Olive (1980a, June 15). An experiment in building a marketing information system. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/an-experiment-in-building-a-marketing-information-system


Research papers

Opinion polls in democratic societies

In 1945 on July 5th, the day of Britain's post-war general election the News Chronicle published a poll which said that the Conservatives would get 41 per cent of the vote and Labour would get 47 per cent. Now, everybody in Britain knew that Mr....

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls
Author: David Butler
June 15, 1980
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Citation

Butler, D. (1980a, June 15). Opinion polls in democratic societies. ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/opinion-polls-in-democratic-societies


Research papers

Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular

If one wishes to study the effect of advertising, a concise definition of the concept of ‘advertising’ is essential. In business-circles, the function of advertising is often defined: ‘advertising must sell’. Although it cannot be...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: R. G. Ogilvie, G. J. S. Wilde
June 15, 1980
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Citation

Ogilvie and Wilde (1980a, June 15). Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular . ANA - ESOMAR. Retrieved November 28, 2025, from


https://ana.esomar.org/documents/determination-of-the-effect-of-advertising-by-means-of-the-scaling-techniques-in-general-and-the-semantic-differential-in-particular-