Advertising research
Abstract:
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.
This could also be of interest:
Research Papers
Advertising works
Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: Theodore Nowak, Seymour Smith
Company: The Coca-Cola Company
June 15, 1971
Research Papers
Advertising research
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Flemming Hansen
September 1, 1998
Research Papers
Advertising research
Catalogue: Consumer Market Research Handbook
Author: Mark R. C. Lovell
August 1, 1986
