Market research as a decision aid for an image campaign, as demonstrated by the information campaign of Esso A.G.

Date of publication: June 15, 1977

Company: ESSO


In 1974 an ad campaign was developed by ESSO A.G. and the McCann Agency in Hamburg with the basic aim of overcoming the decline in confidence between the oil company ESSO and the consumers resulting from the energy crisis. This was to be achieved by supplying information to the consumer in order to make him aware of the problems presently existing on the energy supply sector.

Karl-Friedrich Holm


This is a long description of some author details.

Research Papers

Research Papers

Research Papers

  • PDF
  • This could also be of interest