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

Date of publication: June 15, 1977

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Company: ESSO

Author: Karl-Friedrich Holm

Abstract:

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

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Research Papers

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

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Karl-Friedrich Holm

Company: ESSO

June 15, 1977

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Citation

Holm, K. (1977a, June 15). Market research as a decision aid for an image campaign, as demonstrated by the information campaign of Esso A.G.. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/market-research-as-a-decision-aid-for-an-image-campaign-as-demonstrated-by-the-information-campaign-of-esso-a-g-


Research Papers

A corporate campaign case history

Catalogue: Seminar 1978: The Business Of Advertising

Author: Gerald de Groot

 

June 14, 1978

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Citation

de Groot, G. (1978a, June 14). A corporate campaign case history. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/a-corporate-campaign-case-history


Research Papers

Market research as an aid for premium buying policy

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: P. J. Dobbenberg, Ger C. Schild

Company: NIPO

September 1, 1970

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Citation

Dobbenberg and Schild (1970a, September 01). Market research as an aid for premium buying policy. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/market-research-as-an-aid-for-premium-buying-policy


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Citation

Holm, K. (1977a, June 15). Market research as a decision aid for an image campaign, as demonstrated by the information campaign of Esso A.G. (German). ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/market-research-as-an-aid-for-premium-buying-policy