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Research papers

What causes contestants to participate in open contests?

In recent years the open contest has evolved as a preferred method of sales promotion. In West Germany alone, advertisers have spent more than 100 million DM in the last three years for conducting contests. The range of problems within the area of...

Catalogue: ESOMAR Congress 1966
Author: Berend H. Feddersen
September 1, 1966
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Citation

Feddersen, B. H. (1966a, September 01). What causes contestants to participate in open contests?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/what-causes-contestants-to-participate-in-open-contests-


Research papers

Predicting media schedule effectiveness by the "media planex" method

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method


Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966
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Citation

Matricon, C. (1966a, September 01). Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/demonstration-of-a-new-factor-for-discrimination-of-types-of-behaviour-in-connection-with-buying-attitudes-towards-new-products-and-reactions-to-publicity


Research papers

Test marketing

The case for test marketing is now widely accepted, and most of us here have been involved in carrying out research for test markets. The risks associated with modern mass marketing are so considerable that manufacturers gladly avail themselves of...

Catalogue: ESOMAR Congress 1966
Author: David Brown
September 1, 1966
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Citation

Brown, D. (1966a, September 01). Test marketing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/test-marketing


Research papers

Forecasting shipbuilding capacity and potential output in the leading countries of the world

This technique of Industrial Market Forecasting was developed from and is illustrated by a survey and forecast of the output and capacity of the ship building industry of eleven leading centres of the world, undertaken in October 1963. The. survey...

Catalogue: ESOMAR Congress 1966
Author: C. Gray
September 1, 1966
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Citation

Gray, C. (1966a, September 01). Forecasting shipbuilding capacity and potential output in the leading countries of the world . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/forecasting-shipbuilding-capacity-and-potential-output-in-the-leading-countries-of-the-world-


Research papers

A new look at old data

The conventional methods of analysing market research data are useful, but have their limitations. They consist, usually, of the construction and examination of one-way tables by characteristics like social class, age of housewife etc., together with...

Catalogue: ESOMAR Congress 1966
Author: Stephan Buck
September 1, 1966
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Citation

Buck, S. (1966a, September 01). A new look at old data. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-look-at-old-data


Research papers

An experiment of copy-testing for posters

Research in the area of postering seems to have been somewhat neglected, although this medium is of unquestionable importance. Its very special characteristics, in fact, format as well as placement, content, and method of acting have always made...

Catalogue: ESOMAR Congress 1966
Author: Nicolas Lebeuf
September 1, 1966
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Citation

Lebeuf, N. (1966a, September 01). An experiment of copy-testing for posters. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-experiment-of-copy-testing-for-posters


Research papers

The Marsan method of research into new products

The future of any industrial firm depends mainly on its development policy. Management is fully aware of this fact today, and this is why those responsible for laying down policy devote so much attention to research both to discover new uses for...

Catalogue: ESOMAR Congress 1966
Author: Raoul Laffy
September 1, 1966
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Citation

Laffy, R. (1966a, September 01). The Marsan method of research into new products. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-marsan-method-of-research-into-new-products


Research papers

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/measuring-the-competitive-effect-of-advertising-on-buying-behaviour-with-the-marketing-match-model