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Research papers

Knowing how advertising works

The advertising industry is rapidly changing. Advertisers are looking for immediate results; often at a very short notice. Advertising agencies try to expand their service functions from merely creative to overall marketing services. The recession...

Catalogue: Seminar 1985: Quality In Publishing
Authors: Meinard Carper, Hans Elzinga
November 27, 1985

Research papers

Reader selection

This paper discusses the way readers ensure that the things they read in magazines and newspapers are well adapted to their individual needs - and how close the relationship often is between the reader and the publication.

Catalogue: Seminar 1985: Quality In Publishing
Author: Guy Consterdine
November 27, 1985

Research papers

Competitive analysis and media planning

This paper is a contribution to the ESOMAR Seminar on competitor analysis in the pharmaceutical market. It has the intention to point at practical analysis of competitor promotion. This in itself is not new, of course, but the paper describes another...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Jan A. Schipper
February 27, 1985

Research papers

Media research

Introductory paragraph to the "Media research" section of the book "Market researchers look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980

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: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Marcel Marc, Jacques Durand
June 15, 1980

Research papers

Determining budget: Open discussion

Let us take a look at the amount of money which is actually spent. Upon my request, the Dutch publisher Admedia made a frequency distribution of the budgets within each product field. Admedia has a data bank in which all major budgets are registered....

Catalogue: Seminar 1978: The Business Of Advertising
Author: Giovanni van Eyl
June 1, 1978

Research papers

Effective media selection

What I plan to do is to speak rather narrowly to the subject which was - you recall - the cost of effectiveness of different media and in doing so, to touch upon each of the papers though not in any case at any great length, as that's really more for...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Timothy Joyce
June 1, 1978

Research papers

The selection of promotional media

Much research has been done in the Medical Field on Readership and the overall communications field. However, such information has not in the past given sufficient information as to the types of doctors to whom manufacturers are directing their...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: M. J. Batt
March 1, 1975

Research papers

A new way to measure page-confrontation

If in future one will try to measure the chance of perception of an advertisement, the page confrontation probability is an indispensable link in the chain. Besides, in media selection, it gives the possibility to use page confrontation chance as a...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Johan J. M. van Tulder, Coen C. J. de Koning, Jan D. Noordhoff
September 1, 1974