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Advertising research utopia 1961?

Date of publication: June 15, 1961

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Wolfgang Schaefer

Abstract:

The subject of my paper is stated as a question, as you observe. It implies some well-founded doubts regarding our ability, seriousness, and determination to carry out basic advertising research which can tell us one day how advertisers and agencies can spend their sometimes huge sums of money in a more efficient, more economical way. The methods are there, Du Pont researchers have started using them - what are we waiting for?

Wolfgang Schaefer

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Research Papers

Advertising research utopia 1961? (German)

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Wolfgang Schaefer

 

June 15, 1961

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Citation

Schaefer, W. (1961a, June 15). Advertising research utopia 1961? (German). ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/advertising-research-utopia-1961-german-


Research Papers

The first 50 years of the advertising research foundation

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

 

January 1, 1990

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Citation

B.V., A. (1990a, January 01). The first 50 years of the advertising research foundation . ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/the-first-50-years-of-the-advertising-research-foundation-


Research Papers

The integration of advertising research

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Authors: R. D. Godwin, B. Thorogood

 

June 15, 1965

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Citation

Godwin and Thorogood (1965a, June 15). The integration of advertising research. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/the-integration-of-advertising-research


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Citation

Schaefer, W. (1961a, June 15). Advertising research utopia 1961?. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/the-integration-of-advertising-research