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 and marketing research (French)
Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Philippe De Vendeuvre
 
June 15, 1956
Research Papers
Advertising research (French)
Catalogue: ESOMAR Conference 1960
Author: Sander de Leve
 
June 15, 1960
Research Papers
Example of application of advertising research (French)
Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Marc Vincent
 
September 1, 1970
