Resources Library by ANA

Advertising research utopia 1961?

The subject of my paper is stated as a question, as you observe. It implies some well-founded doubts regarding our ability, seriousness, and determination to carry out basic advertising research which can tell us one day how advertisers and agencies...

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

Author: Wolfgang Schaefer

June 15, 1961

Group discussion on "A short-cut method for estimating the unduplicated-audience of a combination of media" and "Advertising research"

Group discussion on the papers "A short-cut method for estimating the unduplicated-audience of a combination of media" and "Advertising research" by Mr. Agostini and Mr. de Leve.

Catalogue: ESOMAR Conference 1960

Authors: Jean Michel Agostini, Sander de Leve, J. H. Verstegen, A. G. Zwijnenberg, J. Ax, Coen C. J. de Koning, William Schlackman

June 15, 1960

Advertising research (French)

This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very...

Catalogue: ESOMAR Conference 1960

Author: Enrico Zanelli

Company: ESSO

June 15, 1960

Activation

A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation

Author: George Gallup

June 15, 1957