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Research reports

Summary report on qualitative research on Mac throat lozenges commercial

The objectives of the research reported here were to assess consumer reaction to the new Mac Throat Lozenges commercial, particularly its ability to communicate the brand name of the product. A short advertising check was made on the Mac Throat...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1971
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Citation

, C. (1971a, June 01). Summary report on qualitative research on Mac throat lozenges commercial. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/summary-report-on-qualitative-research-on-mac-throat-lozenges-commercial


Research papers

An outline of below-the-line

The purpose of the seminar is to advance thinking upon the research evaluation of 'below-the-line' expenditures. For while in respect of normal media advertising there is internationally a wide area of general understanding about techniques,...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: John Knecht
May 19, 1971
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Citation

Knecht, J. (1971a, May 19). An outline of below-the-line . ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/an-outline-of-below-the-line-


Research papers

A case history on research-based below-the-line campaign

The problem consisted in promoting the sales of two cigarette brands: A. Cigarettes, rather strong-tasting American conventional filter-tipped cigarettes; - B. Cigarettes, blond cigarettes, with a very light aroma thanks to its very efficient active...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Bernard Krief
May 19, 1971
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Citation

Krief, B. (1971a, May 19). A case history on research-based below-the-line campaign. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/a-case-history-on-research-based-below-the-line-campaign


Research papers

The evaluation of below-the-line activity by ad hoc field research

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below-the-line activities is a viable, but difficult field to work in. Once a decision has been made as to what performance criterion variables...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Peter Sampson
May 19, 1971
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Citation

Sampson, P. (1971a, May 19). The evaluation of below-the-line activity by ad hoc field research. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/the-evaluation-of-below-the-line-activity-by-ad-hoc-field-research


Research reports

Qualitative research on a new television commercial for Whitbread Tankard

CDP has produced a series of TV commercials for Whitbread Tankard. Each is in cartoon format and shows a 'character' ('Stanley') achieving a variety of improbable feats. He attributes his success to Whitbread Tankard. This research was concerned...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 5, 1971
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Citation

, C. (1971a, May 05). Qualitative research on a new television commercial for Whitbread Tankard. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-a-new-television-commercial-for-whitbread-tankard


Research papers

Comments on the paper by Mr. Wren and Mr. Taylor

As Wren and Taylor explained international comparisons might give ideas about differences between countries but they have to be handled with caution. They are a first step towards detecting gaps within markets.

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research
Author: Volker Just
May 3, 1971
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Citation

Just, V. (1971a, May 03). Comments on the paper by Mr. Wren and Mr. Taylor. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/comments-on-the-paper-by-mr-wren-and-mr-taylor


Research papers

Comments on the papers by Mrs. Edwards and Mr. Thompson (French)

We were glad to be able to discuss with the Hungarian members about market research in Hungary. So we were told that for instance even middle and long run planning is done by the Ministry of Wealth. The medical consumption per capita in Hungary is...

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research
Author: Pierre Bessis
May 3, 1971
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Citation

Bessis, P. (1971a, May 03). Comments on the papers by Mrs. Edwards and Mr. Thompson (French). ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/comments-on-the-papers-by-mrs-edwards-and-mr-thompson-french-


Research papers

Doctors on the couch

Attitude research on an international scale is particularly relevant to the pharmaceutical industry since most major drugs are now marketed internationally. The marketing effort of the pharmaceutical industry is mainly directed at the medical...

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research
Author: Frances Freedman
May 3, 1971
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Citation

Freedman, F. (1971a, May 03). Doctors on the couch . ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/doctors-on-the-couch-


Research papers

The marketing research function in an international pharmaceutical company

This talk will look at some of the major considerations which must be recognised when organising Market Research as a total company concept in an international pharmaceutical company. That is to say we are not only talking of a centralised H.O....

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research
Author: J. A. Thompson
May 3, 1971
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Citation

Thompson, J. A. (1971a, May 03). The marketing research function in an international pharmaceutical company. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/the-marketing-research-function-in-an-international-pharmaceutical-company