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Research papers

Discussion group III

Group C, meeting for a total of four hours, generated a lively and well informed discussion. Of particular value was the relationship of an impressively wide range of comparable practical experience to the subjects debated. Although discussion did...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Authors: W. D. McClelland, R. A. Davie
June 15, 1972
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Citation

McClelland and Davie (1972a, June 15). Discussion group III. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/discussion-group-iii


Research papers

Data control's answer to marketing requirements (French)

We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Jean Francois Canguilhem
June 15, 1972
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Citation

Canguilhem, J. F. (1972a, June 15). Data control's answer to marketing requirements (French). ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/data-control-s-answer-to-marketing-requirements-french-


Research papers

The choice among media

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Jacques Durand, Marcel Marc
June 15, 1971
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Citation

Durand and Marc (1971a, June 15). The choice among media. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/the-choice-among-media


Research papers

The choice among media (French)

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Jacques Durand, Marcel Marc
June 15, 1971
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Citation

Durand and Marc (1971a, June 15). The choice among media (French). ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/the-choice-among-media-french-


Research papers

Area tests and consumer surveys to measure advertising effectiveness

We have used in our agency two methods particularly for investigating the effectiveness of advertising campaigns. These are area tests and media questions on product surveys. The main object of this paper is to describe a case history in which both...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: Susanna Segnit, Simon Broadbent
September 1, 1970
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Citation

Segnit and Broadbent (1970a, September 01). Area tests and consumer surveys to measure advertising effectiveness. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness


Research papers

Can advertising and media planning be improved by the use of single-source data?

The TGI, of course, is not the first single-source media product survey to be set up on a continuous basis. The TEM system in Sweden, and the Brand Rating Index and Simmons surveys in the USA, also work elsewhere on data marriage, are all extremely...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Christopher Minter
September 1, 1970
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Citation

Minter, C. (1970a, September 01). Can advertising and media planning be improved by the use of single-source data?. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/can-advertising-and-media-planning-be-improved-by-the-use-of-single-source-data-


Research papers

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970
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Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning


Research papers

Application of primary surveys and desk research to media planning (German)

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970
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Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning (German). ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning-german-


Research papers

Reflexions on the concept of a general marketing model

Let us consider a firm and assume that it conceives and implements its own advertising. Let us ask what is possible and reasonable to expect of the media executive. Let us then ask the same question of the advertising executive and try to define in...

Catalogue: The European Marketing Research Review 1969
Author: Patrice Bertier
August 1, 1969
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Citation

Bertier, P. (1969a, August 01). Reflexions on the concept of a general marketing model. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/reflexions-on-the-concept-of-a-general-marketing-model