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Research papers
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Citation

D'Estaing , O. G. (1981a, June 15). Address. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/address


Research papers

Beyond the rocking chair

At a recent conference in New York on the issue of age stereotypes, the spokesperson said: "Old people are ugly, decrepit, stupid, forgetful, toothless, sexless after sixty-five, ready to fall off the conveyor belt of life... this is the way the...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Rena Bartos
June 15, 1981
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Citation

Bartos , R. (1981a, June 15). Beyond the rocking chair. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/beyond-the-rocking-chair


Research papers

Tracking the shampoo market

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Alan Smith
June 15, 1981
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Citation

Smith, A. (1981a, June 15). Tracking the shampoo market. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/tracking-the-shampoo-market


Research papers

Advocacy advertising as a strategy of corporate external communications

Advocacy advertising is a subset of corporate institutional advertising and is concerned with the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the position and interest of the...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: S. Prakash Sethi
June 15, 1981
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Citation

Sethi , S. (1981a, June 15). Advocacy advertising as a strategy of corporate external communications. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/advocacy-advertising-as-a-strategy-of-corporate-external-communications


Research papers

Magazine covers as a flexible marketing tool

Up to now magazine covers have only been used to attract attention and to protect the inside of a magazine. With the help of a new technical complete manufacturing system - the DOOR-SYSTEM - it will be possible to employ the cover economically as a...

Catalogue: Seminar 1981: Publishing in the 1980's
Author: Wolfgang A. Reinhardt
June 15, 1981
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Citation

Reinhardt, W. A. (1981a, June 15). Magazine covers as a flexible marketing tool. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/magazine-covers-as-a-flexible-marketing-tool


Research papers

The degree of information in advertisements

The degree of information contained in advertisements currently is a hot issue. Some consider it part of the social responsibility of marketing people not to publish only 'empty' advertisements, others have stated that more informative advertisements...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Costa Tchaoussoglou, Rob R. van den Heuvel, Jetty M. M. Plasschaert
June 15, 1981
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Citation

Tchaoussoglou , van den Heuvel and Plasschaert (1981a, June 15). The degree of information in advertisements. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/the-degree-of-information-in-advertisements


Research papers

Communication or persuasion?

Advertising hasn't a purely informative role. I think we have to accept that in many fields its persuasive role is important - particularly in advertising on social issues. At the same time the real value of advertising lies within the concept of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Julia Ann Burdus
June 15, 1981
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Citation

Burdus, J. (1981a, June 15). Communication or persuasion?. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/communication-or-persuasion-


Research papers

Advertising in Europe

The developments of publishing in the decade regarding innovation and the competitive situation first of all requires an analysis of the present situation of the media scene in Europe. Four years ago it was rather difficult to give a general summary...

Catalogue: Seminar 1981: Publishing in the 1980's
Author: F.-Jürgen Stockmann
June 15, 1981
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Citation

Stockmann, F. (1981a, June 15). Advertising in Europe . ANA - ESOMAR. Retrieved June 08, 2024, from


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


Research papers

Advertising, promotions and direct marketing

The paper begins with an analysis of the spectacular development of the direct marketing Europe and the United States, followed by an examination of the causes of this development. The second part of the paper stresses the crucial importance of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Sylvère Piquet
June 15, 1981
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Citation

Piquet, S. (1981a, June 15). Advertising, promotions and direct marketing. ANA - ESOMAR. Retrieved June 08, 2024, from


https://ana.esomar.org/documents/advertising-promotions-and-direct-marketing