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Research papers

The changing role of advertising campaigns in French market

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Sylvère Piquet
June 14, 1978
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Citation

Piquet, S. (1978a, June 14). The changing role of advertising campaigns in French market . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-changing-role-of-advertising-campaigns-in-french-market-


Research papers

Can socio-cultural trends approach constitute a useful tool in the field of fashion?

To face this situation our team has worked for several years to perfect a system designed to detect and to monitor socio-cultural trends. The system presently functions as a syndicated service.

Catalogue: Seminar 1974: Fashion, Research And Marketing
Author: Alain de Vulpian
December 4, 1974
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Citation

de Vulpian, A. (1974a, December 04). Can socio-cultural trends approach constitute a useful tool in the field of fashion?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/can-socio-cultural-trends-approach-constitute-a-useful-tool-in-the-field-of-fashion-


Research papers

Researching the changing consumer

Society is undergoing a number of fundamental changes which are central to marketing and advertising strategies, especially those of a medium and long term nature. This paper outlines some research issues involved in measuring social change, and...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: E. S. Baldwin, J. A. Lunn
September 1, 1972
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Citation

Baldwin and Lunn (1972a, September 01). Researching the changing consumer. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/researching-the-changing-consumer


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 April 27, 2024, from


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