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The importance of cultural trends in market planning

Date of publication: September 1, 1972

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: T. Mortemore, J. Sldoall

Abstract:

It is important to measure changes in cultural trends, if advertisers are to increase the effectiveness of their planning. Our work on the Yankelovich Monitor has demonstrated that such data can be applied in a disciplined way, both as a checklist and as a stimulus for new ideas. Such research will become increasingly relevant, as trends change more quickly, and similar surveys, outside the United States, will fulfil a necessary role.

T. Mortemore

Author

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J. Sldoall

Author

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Mortemore and Sldoall (1972a, September 01). The importance of cultural trends in market planning. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/cultural-industries