Abstract:
The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale material for use in the shops, sales aids used by the company's salesmen, or references to the product in editorial columns of newspapers and magazines. Every day increases our knowledge of the size and nature of the market for most forms of consumer goods and of the parts played by the leading brands in each product group. Advertising agencies rely on conventional research - often obtained from, a subscription service from independent research organisations to, provide the bare bones of their marketing plans. The various techniques for studying the motives for consumer action form the second stage of research in developing the marketing theme and, particularly, the creative approach.
Research Papers
Distribution research (French)
Catalogue: ESOMAR Conference 1960
Author: A. B. de Vos
 
June 15, 1960
Research Papers
Market research applied to overseas markets (French)
Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Claire Donaud, John Kedzierski, Anne Bottier
Company: Unilever
June 15, 1976
Research Papers
A communication audit (French)
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Krief
Company: SORGEM IMR
June 15, 1984
