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The gap study

Date of publication: June 15, 1979

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment

Author: Lynne O'Shea

Abstract:

This paper reports the advertising strategies developed by Foote, Cone & Belding, based on the Group Attitude Profile Study done by our client, the First National Bank of Chicago. In 1971-72, the Bank undertook one of the most extensive consumer attitude and segmentation studies ever done by a retail banking institution in America. The GAP Study (Group Attitude Profile Study) utilized demographics, lifestyle profiles, and psychological paradigms to gather data from one thousand consumers in the Chicago area on both independent and dependent variables. Fifteen factors emerged.

Lynne O'Shea

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Research Papers

The gap

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Leslie de Chernatony, Francesca Dall'Olmo Riley

 

June 15, 1996

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Citation

de Chernatony and Dall'Olmo Riley (1996a, June 15). The gap. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/the-gap


Research Papers

Overcoming the communication gap

Catalogue: ESOMAR Responsible Marketing 2004

Authors: Christian Loewe, Martin Lichtl

 

May 11, 2004

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Citation

Loewe and Lichtl (2004a, May 11). Overcoming the communication gap. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/overcoming-the-communication-gap


Research Papers

Bridging the data decision gap

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: David Smith

Company: DVL Smith Ltd

September 1, 1990

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Citation

Smith, D. (1990a, September 01). Bridging the data decision gap. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/bridging-the-data-decision-gap


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Citation

O'Shea, L. (1979a, June 15). The gap study. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/bridging-the-data-decision-gap