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Research papers

Practical frameworks for advertising and research

Not many researchers started as copywriters. And few of these can be as lucid about research as is the following paper. An historical and practical review of advertising theories sets the scene. It reminds us that methods which worked in one...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Mary Tuck
June 15, 1980
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Citation

Tuck, M. (1980a, June 15). Practical frameworks for advertising and research . ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/practical-frameworks-for-advertising-and-research-


Research papers

Services preceding and completing advertising research

This short and early paper begins this book for two reasons. First, it sets out clearly the correct and productive relationship between the scrupulous and concerned researcher and the decision maker. Second, it shows the way an apparently simple...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Börje Lindberg
January 1, 1980
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Citation

Lindberg, B. (1980a, January 01). Services preceding and completing advertising research. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/services-preceding-and-completing-advertising-research


Research papers

Measuring the effectiveness of advertising in the industrial press

As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Cecile Kreweras
November 1, 1979
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Citation

Kreweras, C. (1979a, November 01). Measuring the effectiveness of advertising in the industrial press. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/measuring-the-effectiveness-of-advertising-in-the-industrial-press


Research papers

What role should research play during an economic crisis? (French)

The aim of this paper is to indicate a path different from that shown in previous studies done on the economic slowdown, taking into account the real changes which have occurred in the field of advertising research, and notably in the relationship...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Sylvère Piquet, Marie-Reine de Jaham
June 15, 1979
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Citation

Piquet and de Jaham (1979a, June 15). What role should research play during an economic crisis? (French). ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/what-role-should-research-play-during-an-economic-crisis-french-


Research papers

What role should research play during an economic crisis?

The aim of this paper is to indicate a path different from that shown in previous studies done on the economic slowdown, taking into account the real changes which have occurred in the field of advertising research, and notably in the relationship...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Sylvère Piquet, Marie-Reine de Jaham
June 15, 1979
×

Citation

Piquet and de Jaham (1979a, June 15). What role should research play during an economic crisis?. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/what-role-should-research-play-during-an-economic-crisis-


Research papers

Should multi-country advertising research be universal or unique?

Every time we are asked to do cross-national advertising research, we must worry about comparability of data across countries. Unfortunately, we still do not know the situations and conditions under which we can clearly justify a universal approach...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Jagdish N. Sheth
March 1, 1979
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Citation

Sheth, J. N. (1979a, March 01). Should multi-country advertising research be universal or unique?. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/should-multi-country-advertising-research-be-universal-or-unique-


Research papers

Advertising communication on behalf of a government body

Since 1975, the Roads and Traffic Division has been faced with the problem of a rapid increase in traffic hold-ups at the beginning of the holiday periods. The aim of the Roads Division was thus to obtain a better spread of holiday departures through...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Francois de Montmarin
June 14, 1978
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Citation

de Montmarin, F. (1978a, June 14). Advertising communication on behalf of a government body. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/advertising-communication-on-behalf-of-a-government-body


Research papers

A new challenge about society

I shall not attempt to summarise the session papers, but will try to pass on to you some ideas I had when reading the papers in advance.

Catalogue: Seminar 1978: The Business Of Advertising
Author: Jacques Bonnafont
June 1, 1978
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Citation

Bonnafont, J. (1978a, June 01). A new challenge about society. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/a-new-challenge-about-society


Research papers

The market map

In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Are Kvaerk
June 1, 1978
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Citation

Kvaerk, A. (1978a, June 01). The market map. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/the-market-map