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Research papers

Can you forecast the effectiveness of a promotional campaign?

I would like to spend a few minutes looking at what is meant by predicting the effectiveness of a promotional campaign. Second I would like to talk about some of the efforts that have been made in the field, and related areas, passing a few comments....

Catalogue: Seminar 1977: Foresight Or Hindsight?
Author: Philip J. Brown
March 1, 1977
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Citation

Brown, P. J. (1977a, March 01). Can you forecast the effectiveness of a promotional campaign? . ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/can-you-forecast-the-effectiveness-of-a-promotional-campaign-


Research papers

Evaluation of CESEA's teaching system

This paper presents an evaluation of the effectiveness of CESEA's system for the teaching of Marketing. CESEA is a School of Business Administration that offers, among other programs, a two years' Marketing Management course. The system aims at...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: José Maria Veciana
June 1, 1976
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Citation

Veciana, J. M. (1976a, June 01). Evaluation of CESEA's teaching system. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/evaluation-of-cesea-s-teaching-system


Research papers

Evaluation of the effectiveness of a drug counselling training program

The drug abuse has become one of the major problems of the nation, and as a response to increased demand for programs and experts to meet treatment and preventive needs. As part of these efforts the National Institute of Mental Health has been...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Katherin Marton
August 1, 1975
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Citation

Marton, K. (1975a, August 01). Evaluation of the effectiveness of a drug counselling training program . ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/evaluation-of-the-effectiveness-of-a-drug-counselling-training-program-


Research papers

The importance of cultural trends in market planning

It is important to measure changes in cultural trends, if advertisers are to increase the effectiveness of their planning. Our work on the Yankelovich Monitor has demonstrated that such data can be applied in a disciplined way, both as a checklist...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: T. Mortemore, J. Sldoall
September 1, 1972
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Citation

Mortemore and Sldoall (1972a, September 01). The importance of cultural trends in market planning. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/the-importance-of-cultural-trends-in-market-planning


Research papers

Advertising and promotional policy and research on its effectiveness

This talk is not meant merely for scientific research people, but rather for planners In marketing and in publicity. It shows the development of an advertising and promotional policy for a newspaper and what part market research plays in it. The...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Basilio Riesco
June 15, 1972
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Citation

Riesco, B. (1972a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/advertising-and-promotional-policy-and-research-on-its-effectiveness--895


Research papers

Attention and the measurement of media exposure for press and television

The paper starts by identifying decision and research areas. Decisions have to be taken about media variables and about advertising content variables. Their outcome can be reasonably assessed in terms of exposure and effectiveness, and it is...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Tony Twyman
June 15, 1972
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Citation

Twyman, T. (1972a, June 15). Attention and the measurement of media exposure for press and television. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/attention-and-the-measurement-of-media-exposure-for-press-and-television


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Robin T. J. Tuck, W. G. B. Harvey
June 15, 1971
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Citation

Tuck and Harvey (1971a, June 15). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand-


Research papers

Measuring the effects of promotion on sales in theory and practice

Against the background of price inflation in the UK in recent times, it is not easy to objectively compute the effects of promotions on sales. This paper presents some case histories on a number of product fields which throw light on the...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Stephan Buck, Jeffrey H. Frankel
June 15, 1970
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Citation

Buck and Frankel (1970a, June 15). Measuring the effects of promotion on sales in theory and practice. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/measuring-the-effects-of-promotion-on-sales-in-theory-and-practice


Research papers

Findus fish in a tray

The purpose of this study was to explore and demonstrate our ideas about a different approach to media research. In Sweden we had since many years sufficient comparative media data on the exposure level. Several individual media have also published...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Bengt Lindh
June 15, 1970
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Citation

Lindh, B. (1970a, June 15). Findus fish in a tray. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/findus-fish-in-a-tray