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Application of a new theory to allow a better definition, control and measurement of advertising strategies

Date of publication: November 28, 1973

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Marc Vincent

Abstract:

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done. 2. Implications, new possibilities of definitions, control and measurement through a precisely stated advertising strategy. This will be shown through the presentation of an actual example of campaign and actual analysis of the process and steps of influence (although monographic and no representative).

Marc Vincent

Author

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Research Papers

A simulation model for the development and control of products their packaging and advertising

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: W. A. K. Frost

 

June 15, 1971

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Citation

Frost, W. A. (1971a, June 15). A simulation model for the development and control of products their packaging and advertising. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/a-simulation-model-for-the-development-and-control-of-products-their-packaging-and-advertising


Research Papers

Control techniques in a sample survey

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Angela Amoroso, Costantino Jannacone

 

June 15, 1979

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Citation

Amoroso and Jannacone (1979a, June 15). Control techniques in a sample survey. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/control-techniques-in-a-sample-survey


Research Papers

A new method for measuring advertising effectiveness

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Authors: Daniel Adam, John Parfitt

 

June 15, 1965

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Citation

Adam and Parfitt (1965a, June 15). A new method for measuring advertising effectiveness. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness


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Citation

Vincent, M. (1973a, November 28). Application of a new theory to allow a better definition, control and measurement of advertising strategies. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness