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Research papers

Evaluating promotions cost effectively

This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Marc Drake, Mike Sargent
Companies: KANTAR TNS Malaysia, Kraft Heinz Company
November 6, 1985
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Citation

Drake and Sargent (1985a, November 06). Evaluating promotions cost effectively. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-promotions-cost-effectively


Research papers

Teen talk: A foreign language?

Young people tend to use advertising quite differently to their elders. They represent a generation which has grown up with increasing exposure to a range of media, which are in their turn becoming ever more sophisticated. The observations in this...

Catalogue: Seminar 1980: Children And Young People
Authors: Mike Sargent, Vivienne Mandel
June 15, 1980
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Citation

Sargent and Mandel (1980a, June 15). Teen talk: A foreign language?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/teen-talk-a-foreign-language-