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Research papers

From research to creation

The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Henri Joannis
June 15, 1973
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Citation

Joannis, H. (1973a, June 15). From research to creation. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/from-research-to-creation


Research papers

Summary of the 2nd day's proceedings

The author summarises the most interesting series of papers and discussions of the 2nd day of the ESOMAR Seminar "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Francis Harmar Brown
June 15, 1973
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Citation

Harmar Brown, F. (1973a, June 15). Summary of the 2nd day's proceedings . ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/summary-of-the-2nd-day-s-proceedings-


Research papers

Comments on the first session

Comment to the papers presented in the first session of the ESOMAR Seminar: "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Jacques E. Andriessens
June 15, 1973
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Citation

Andriessens, J. E. (1973a, June 15). Comments on the first session. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/comments-on-the-first-session


Research papers

Comment

This commentary on the earlier sessions deals firstly with the question of whether market research can pretend to scientific status and secondly asks whether its practical value is not more tactical than strategic.

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Michael Bird
June 15, 1973
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Citation

Bird, M. (1973a, June 15). Comment. ANA - ESOMAR. Retrieved June 16, 2024, from


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


Research papers

Towards widening the range of concepts used in creative strategies

The argument put forward in this paper and illustrated by examples is that the language in which advertising is discussed and the way in which research methods are often used all tend towards emphasising a limited range of advertising strategies, the...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Tony Twyman
June 15, 1973
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Citation

Twyman, T. (1973a, June 15). Towards widening the range of concepts used in creative strategies. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/towards-widening-the-range-of-concepts-used-in-creative-strategies


Research papers

Market analysis in regional economic development

The application of market analysis procedures to problems of regional economic development has long been neglected. This paper presents a framework for regional economic analysis and then proceeds to a detailed examination of the City of Bradford in...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Authors: M. G. Christopher, Gordon S.C. Wills
June 15, 1973
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Citation

Christopher and Wills (1973a, June 15). Market analysis in regional economic development. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/market-analysis-in-regional-economic-development


Research papers

How methods of commercial research can help social planners

This paper reviews the methods commonly used by market or commercial researchers to investigate the underlying motivations or determinants of choice. It comments on their validity and their suitability to social planning research. It is argued that...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Mary Tuck
June 15, 1973
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Citation

Tuck, M. (1973a, June 15). How methods of commercial research can help social planners. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/how-methods-of-commercial-research-can-help-social-planners


Research papers

The impact of social research on planning procedures

The paper argues that social research can have a revolutionary impact on planning and planning procedures - but only if the researcher himself is willing to stand out against the demands of the planner that social research inquiry should limit its...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Conrad Jamesen
June 15, 1973
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Citation

Jamesen, C. (1973a, June 15). The impact of social research on planning procedures. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/the-impact-of-social-research-on-planning-procedures


Research papers

Innovative marketing between industrial civilization and culture

The identification of certain changes on a world-wide level leads to the need to redefine the firm in terms of the prospects of permanent innovation on two levels, that of "civilization" and that of "culture". With such an aim it is necessary to...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: D. Bratina, G. Zanetti
September 1, 1972
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Citation

Bratina and Zanetti (1972a, September 01). Innovative marketing between industrial civilization and culture. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/innovative-marketing-between-industrial-civilization-and-culture