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Research papers

Marketing adverting patterns

The analysis described in this paper is different from our other examples. It uses panel data, which is under-represented in this both. It treats advertising in the simplest possible terms - as cash expenditure. There is therefore little opportunity...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: James O. Peckham
June 15, 1980
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Citation

Peckham, J. O. (1980a, June 15). Marketing adverting patterns . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/marketing-adverting-patterns-


Research papers

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Colin McDonald
June 15, 1980
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Citation

McDonald, C. (1980a, June 15). What is the short-term effect of advertising? . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/what-is-the-short-term-effect-of-advertising-


Research papers

The gold cup

In this paper, we see the partnership in action. The case history is a simple one, some would say naive. No methodology is put forward from which we may benefit. The research was not formal: it consisted only of the team itself visiting sales...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Robert E. Miller
June 15, 1980
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Citation

Miller, R. E. (1980a, June 15). The gold cup . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/the-gold-cup-


Research papers

What do we know about how advertising works?

The paper shows clearly that previous advertising theories were too often based on unwarranted assumptions. It raises as questionable many points of view which previously seemed convincing. The emotional, reinforcing roles of advertising are...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Timothy Joyce
June 15, 1980
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Citation

Joyce, T. (1980a, June 15). What do we know about how advertising works?. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/what-do-we-know-about-how-advertising-works--2021


Research papers

Miscellaneous

Introductory paragraph to "Miscellaneous" section of the book "Market researches look at advertising".

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

B.V., E. (1980a, June 15). Miscellaneous. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/miscellaneous


Research papers

Advertising, promotion and medical detailing

The basic concept of the method consists in merging together all of a company’s data available on a sample of panel doctors. The data covers, first the drug and qualities prescribed by the panel, next the dates of the marketing actions performed...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jean-Mathieu Paoli
June 15, 1980
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Citation

Paoli, J. (1980a, June 15). Advertising, promotion and medical detailing . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/advertising-promotion-and-medical-detailing-


Research papers

Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular

If one wishes to study the effect of advertising, a concise definition of the concept of ‘advertising’ is essential. In business-circles, the function of advertising is often defined: ‘advertising must sell’. Although it cannot be...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: R. G. Ogilvie, G. J. S. Wilde
June 15, 1980
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Citation

Ogilvie and Wilde (1980a, June 15). Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/determination-of-the-effect-of-advertising-by-means-of-the-scaling-techniques-in-general-and-the-semantic-differential-in-particular-


Research papers

Area tests and consumer surveys to measure advertising effectiveness

The problem considered here is the measurement of advertising effectiveness, especially when the results are to be used to help decide how much to spend and what media types to use. We have found two techniques useful: area tests; and consumer...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Susanna Segnit, Simon Broadbent
June 15, 1980
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Citation

Segnit and Broadbent (1980a, June 15). Area tests and consumer surveys to measure advertising effectiveness . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness-


Research papers

How to adapt research techniques to design and asses image advertising

This paper proposes the thesis that corporate advertising is not a new type of advertising, but a relatively new application of normal advertising practice. It can successfully be planned and assessed with the techniques that have been developed for...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Alan Wolfe
June 15, 1980
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Citation

Wolfe, A. (1980a, June 15). How to adapt research techniques to design and asses image advertising . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/how-to-adapt-research-techniques-to-design-and-asses-image-advertising-