Back

SESAME

Date of publication: June 15, 1991

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Alain Parodi

Abstract:

The main objective of the SESAME study is to answer to some fundamental questions which have been resolved by too "conventional" answers. For example : - What is spending for which objective? - Is there some spending level minimum or maximum? For example, in France the minimum level in television has been stated around 3 millions of francs for years. While the cost per GRP has increased by 42 % since 1986. - What media for which objective ? We could find a lot of conventional answers as : radio suits to a buying incitative objective, magazines are used in order to create brand image. -Do we need a mono-media or a bi-media to achieve a given objective under a given budgetary constraint ? -What is the influence of competitors advertising campaigns ? The main objective of SESAME is to reexamine "admitted" opinions.

Alain Parodi

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Advertising in magazines

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Marc Vincent, Annick Vincent

 

June 15, 1997

×

Citation

Vincent and Vincent (1997a, June 15). Advertising in magazines. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/advertising-in-magazines


Research Papers

The better alternative to fusion

Catalogue: Worldwide Multi Media Measurement 2006

Authors: Peter Masson, Paul Sumner

Company: Bucknull & Masson

June 4, 2006

×

Citation

Masson and Sumner (2006a, June 04). The better alternative to fusion. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-better-alternative-to-fusion


Research Papers

Changing the Internet audience measurement standard

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Peter Callius, Anders Lithner, Stefan Svanfeldt

 

June 20, 2005

×

Citation

Callius, Lithner and Svanfeldt (2005a, June 20). Changing the Internet audience measurement standard. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/changing-the-internet-audience-measurement-standard


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

Parodi, A. (1991a, June 15). SESAME. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/changing-the-internet-audience-measurement-standard