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What is the market researcher doing in an advertising agency?

Date of publication: June 15, 1965

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Paul Howard Berent

Abstract:

The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The main contribution that market research can make to advertising is to provide the information that will help in the creation of advertisements . The testing of finished advertisements is only a final - and sometimes unnecessary - stage in this process.

Paul Howard Berent

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Research Papers

A study of the decision processes in the selection of an advertising agency

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Gerald de Groot, S. Orwell

 

June 15, 1971

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Citation

de Groot and Orwell (1971a, June 15). A study of the decision processes in the selection of an advertising agency. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/a-study-of-the-decision-processes-in-the-selection-of-an-advertising-agency


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The use of Telpex by creative men in an advertising agency

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Günter Lott

 

June 1, 1966

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Citation

Lott, G. (1966a, June 01). The use of Telpex by creative men in an advertising agency. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-use-of-telpex-by-creative-men-in-an-advertising-agency


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Research and the advertising agency

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Harry E. Stone

 

June 15, 1961

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Citation

Stone, H. E. (1961a, June 15). Research and the advertising agency. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/research-and-the-advertising-agency


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Citation

Berent, P. H. (1965a, June 15). What is the market researcher doing in an advertising agency?. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/research-and-the-advertising-agency