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Research papers

La recherche media et publicitaire

I would like, in preamble, to make three remarks. Please consider my presence among you as a symbol of willingness to support and cooperate, a symbol also of the need for collaboration with specialists familiar with the problems of Advertisers. I am...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Paul de Win
June 15, 1991
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Citation

de Win, P. (1991a, June 15). La recherche media et publicitaire. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/la-recherche-media-et-publicitaire


Research papers

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Alan Smith
June 15, 1991
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Citation

Smith, A. (1991a, June 15). The media multiplier and the growing significance of scanner data. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-media-multiplier-and-the-growing-significance-of-scanner-data


Research papers

The influence of commercial TV on the volume of advertising in magazines and newspapers

They fear that the develop of the commercial television in Europe could restrain the press. A great deal of attention has been paid to this topic by the Italian advertising sector and by the legislature. We shall attempt to answer showing that this...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Gianluca Aru
June 15, 1991
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Citation

Aru, G. (1991a, June 15). The influence of commercial TV on the volume of advertising in magazines and newspapers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-influence-of-commercial-tv-on-the-volume-of-advertising-in-magazines-and-newspapers


Research papers

The influence of commercial TV on the volume of ads in magazines in Germany from introduction to maturity

Germany was and still is a print media market. How much longer, if at all, will it remain a print media market? Their pattern of advertising expenditures varied only marginally during the two decades before 1985 the beginning of private commercial TV...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rolf Speetzen
June 15, 1991
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Citation

Speetzen, R. (1991a, June 15). The influence of commercial TV on the volume of ads in magazines in Germany from introduction to maturity. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-influence-of-commercial-tv-on-the-volume-of-ads-in-magazines-in-germany-from-introduction-to-maturity


Research papers

The longer and broader effects of advertising

Historically the short term sales response to advertising has been the easiest to measure, giving rise to a mistaken belief that long term effects do not exist. As this became an issue in the ERA Advertising Effectiveness Awards, a new category was...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Paul Feldwick, Chris Baker
June 15, 1991
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Citation

Feldwick and Baker (1991a, June 15). The longer and broader effects of advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-longer-and-broader-effects-of-advertising


Research papers

MARKSEL

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Luis Queirós
May 5, 1991
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Citation

Queirós, L. (1991a, May 05). MARKSEL . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marksel-


Research papers

MARKSEL (Portuguese)

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Luis Queirós
May 5, 1991
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Citation

Queirós, L. (1991a, May 05). MARKSEL (Portuguese). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marksel-portuguese-


Research papers

Global advertising

Two opposing philosophies have divided the multinational advertising and marketing community. 1) There are certain universal consumer needs and values; therefore, it is possible to develop, a standardized advertising campaign in one market and export...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Peter Klein
June 15, 1990
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Citation

Klein, P. (1990a, June 15). Global advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/global-advertising


Research papers

Ernest Dichter

ERNEST DICHTER is the founder and president of Ernest Dichter Associates International, Ltd. He also founded the Institute of Motivational Research and is recognized internationally as the leading exponent and practitioner in this field. He developed...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Ernest Dichter
June 15, 1990
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Citation

Bartos and Dichter (1990a, June 15). Ernest Dichter. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/ernest-dichter