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Research papers

Conclusive remarks on the last day

When trying to link the results that our group arrived at to the theme of this Seminar, I want to call your attention to the following. I am very content to find that we, while trying to establish the design for the post-test, almost unanimously...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). Conclusive remarks on the last day. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/conclusive-remarks-on-the-last-day


Research papers

The Marsan method of research into new products (French)

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 (French). ANA - ESOMAR. Retrieved April 28, 2024, from


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


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 28, 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
×

Citation

Laffy, R. (1966a, September 01). The Marsan method of research into new products. ANA - ESOMAR. Retrieved April 28, 2024, from


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


Research papers

An experiment of copy-testing for posters (French)

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
×

Citation

Lebeuf, N. (1966a, September 01). An experiment of copy-testing for posters (French). ANA - ESOMAR. Retrieved April 28, 2024, from


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


Research papers

Pre-testing on the "creative workshop"

Creative Workshop is a quick, relatively inexpensive pre-testing service designed for the J. Walter Thompson Company Limited to help the creative people and to improve the quality of the advertising. Broadly speaking, in our approach we hope to get...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Robert Fletcher
June 1, 1966
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Citation

Fletcher, R. (1966a, June 01). Pre-testing on the "creative workshop". ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/pre-testing-on-the-creative-workshop-


Research papers

A new method for measuring advertising effectiveness

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Daniel Adam, John Parfitt
June 15, 1965
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Citation

Adam and Parfitt (1965a, June 15). A new method for measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness


Research papers

A short method of testing the brand image

This paper will give a report on a practical procedure for obtaining information, with a minimum outlay of time and money, on the most important factors of a brand image to be tested.

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Lois Pavlis
June 15, 1965
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Citation

Pavlis, L. (1965a, June 15). A short method of testing the brand image. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-short-method-of-testing-the-brand-image


Research papers

The use of attitude scales in testing advertisements

The subject of today's talk gives me the opportunity to present to you the outline of a method which our advertising agency has been using for some months already. Considering the limits of time and also the subjects to be discussed today, I only...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: D. M. Delprat
June 15, 1965
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Citation

Delprat, D. M. (1965a, June 15). The use of attitude scales in testing advertisements. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-use-of-attitude-scales-in-testing-advertisements