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Research papers

Services preceding and completing advertising research

This short and early paper begins this book for two reasons. First, it sets out clearly the correct and productive relationship between the scrupulous and concerned researcher and the decision maker. Second, it shows the way an apparently simple...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Börje Lindberg
January 1, 1980
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Citation

Lindberg, B. (1980a, January 01). Services preceding and completing advertising research. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/services-preceding-and-completing-advertising-research


Research papers

Post-testing and pre-testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pre-test advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jan Stapel
Company: NIPO
June 15, 1967
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Citation

Stapel, J. (1967a, June 15). Post-testing and pre-testing consumer behavior caused by advertising. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/post-testing-and-pre-testing-consumer-behavior-caused-by-advertising-415