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Research reports

Report on qualitative research on Rowntree Mackintosh 'Square Range'

The objectives of the research reported herewere to examine the products in terms of the benefitsoffered in relation to consumer needs in order tosupport, modify or refute hypotheses about the productsand to define a target audience and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1973
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Citation

, C. (1973a, July 01). Report on qualitative research on Rowntree Mackintosh 'Square Range'. ANA - ESOMAR. Retrieved May 26, 2024, from


https://ana.esomar.org/documents/report-on-qualitative-research-on-rowntree-mackintosh-square-range-


Research papers

The development of advertising for Martini in the UK

The purpose of this paper is to define the process which led to the development of the Martini campaign and identify the problems involved in the use of market research at each stage

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

Wilding, D. (1973a, June 15). The development of advertising for Martini in the UK. ANA - ESOMAR. Retrieved May 26, 2024, from


https://ana.esomar.org/documents/the-development-of-advertising-for-martini-in-the-uk


Research reports

Report on qualitative research on a new advertising approach for UDT moneycentres

The research was required to assess the effectiveness ofthe new 'Bank' approach and to determine whether ornot this designation evoked positive or negative attitudes from members of the target market;at the same time, a comparative evaluation of the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 28, 1973
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Citation

, C. (1973a, April 28). Report on qualitative research on a new advertising approach for UDT moneycentres. ANA - ESOMAR. Retrieved May 26, 2024, from


https://ana.esomar.org/documents/report-on-qualitative-research-on-a-new-advertising-approach-for-udt-moneycentres


Research reports

Communications testing: TV commercial Gauntlet "Young man's pint"

A pilot commercial has been produced for 'Gauntlet' which is a new Whitbread beer. To help evaluate this commercial it was exposed to a sample of consumersrepresenting the main target audience. The main purpose of this research was to obtain...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1973
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Citation

, C. (1973a, March 01). Communications testing: TV commercial Gauntlet "Young man's pint". ANA - ESOMAR. Retrieved May 26, 2024, from


https://ana.esomar.org/documents/communications-testing-tv-commercial-gauntlet-young-man-s-pint-


Research papers

Selection of global target markets

As more and more companies seek new opportunities overseas, the question of how to select the "right" markets becomes an increasingly important issue. In particular the wide range of possible markets and the plethora of available information suggests...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: Y. Wind, Patrick Le Maire, Susan P. Douglas
September 1, 1972
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Citation

Wind, Le Maire and Douglas (1972a, September 01). Selection of global target markets. ANA - ESOMAR. Retrieved May 26, 2024, from


https://ana.esomar.org/documents/selection-of-global-target-markets


Research papers

Data control's answer to marketing requirements

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. ANA - ESOMAR. Retrieved May 26, 2024, from


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


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 26, 2024, from


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


Research papers

International markets for the communications industry

For the purpose of this paper the communications industry includes the press, radio, television and fairs. All these media have a substantial secondary market. The primary market is represented by the audience, the communication targets; the...

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

Ravasz, K. (1972a, June 15). International markets for the communications industry . ANA - ESOMAR. Retrieved May 26, 2024, from


https://ana.esomar.org/documents/international-markets-for-the-communications-industry-


Research papers

Market segmentation and target groups

Our subject refers to a partial field in preparatory work for marketing decisions in the communication industry - that is one way of handling the available data. We shall not treat analytical techniques as forecasting or decision processing which...

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

Wendt, F. (1972a, June 15). Market segmentation and target groups . ANA - ESOMAR. Retrieved May 26, 2024, from


https://ana.esomar.org/documents/market-segmentation-and-target-groups-