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Advertising and promotional policy and research on its effectiveness

Date of publication: June 15, 1980

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Basilio Riesco

Abstract:

The subject here is a newspaper, treated not as an advertising medium but as a product to be promoted. The approach is simple and down to earth. The whole cycle is described, from a description of the product and its users to the determination of strategy, the development of advertising and a straightforward (sales) measure of effectiveness.

Basilio Riesco

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Research Papers

Advertising and promotional policy and research on its effectiveness

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Author: Basilio Riesco

 

June 15, 1972

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Citation

Riesco, B. (1972a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/advertising-and-promotional-policy-and-research-on-its-effectiveness--895


Research Papers

Research policy and policy research

Catalogue: Seminar 1978: Social Research in the Public Sector

Author: Leo Welters

 

December 1, 1978

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Citation

Welters, L. (1978a, December 01). Research policy and policy research. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/research-policy-and-policy-research


Research Papers

Marketing research policy and programme

Catalogue: ESOMAR Congress 1958

Author: Jan van Rees

 

June 15, 1958

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Citation

van Rees, J. (1958a, June 15). Marketing research policy and programme . ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/marketing-research-policy-and-programme-


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Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Riesco, B. (1980a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/marketing-research-policy-and-programme-