Advertising research

Date of publication: June 15, 1960

Company: ESSO

Author: Enrico Zanelli


This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very ambitious advertising program and how this program was pre-tested in advance and subsequently controlled in its sales effectiveness, by means of proper marketing research surveys and experiments.

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