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How to adapt research techniques to design and asses image advertising

Date of publication: June 15, 1980

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Alan Wolfe

Abstract:

This paper proposes the thesis that corporate advertising is not a new type of advertising, but a relatively new application of normal advertising practice. It can successfully be planned and assessed with the techniques that have been developed for advertising intended to sell goods and services.

Alan Wolfe

Author

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How to adapt research techniques to design and assess corporate image advertising

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Citation

Wolfe, A. (1978a, June 14). How to adapt research techniques to design and assess corporate image advertising . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/how-to-adapt-research-techniques-to-design-and-assess-corporate-image-advertising-


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Sardana and Lai (2020a, May 14). How to design and execute online research. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/how-to-design-and-execute-online-research


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Wilman and Lee (2020a, September 16). How design thinking allows market research to take the lead and become an innovation powerhouse. ANA - ESOMAR. Retrieved April 25, 2024, from


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Citation

Wolfe, A. (1980a, June 15). How to adapt research techniques to design and asses image advertising . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/how-design-thinking-allows-market-research-to-take-the-lead-and-become-an-innovation-powerhouse