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Research papers

Scenario development for corporate planning

The term “scenario” is familiar to those involved in forecasting, but too few people are aware of what exactly a scenario is, or how it can best be developed and applied. The author describes a method developed over several years in...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making
Author: Christine A. Ralph MacNulty
June 18, 1980
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Citation

MacNulty, C. A. (1980a, June 18). Scenario development for corporate planning. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/scenario-development-for-corporate-planning


Research reports

Project Waiter

The objectives of the research were: 1. To evaluate responses to the initial andthen the revised Advertising and Packapproaches for the product;2. To obtain reactions to the wafer product,and to make comparisons with the biscuitalternative.

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1979
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Citation

, C. (1979a, August 01). Project Waiter. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/project-waiter


Research reports

James Watney campaign research into revised commercials

Following the initial research into the proposed James Watney corporate campaign (/May 1979), the scripts were revised and three new commercialsproduced. The objectives of this research wereto evaluate these new commercials, against thecriteria...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1979
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Citation

, C. (1979a, June 01). James Watney campaign research into revised commercials. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/james-watney-campaign-research-into-revised-commercials


Research reports

Qualitative research into children's dessert development

General Foods have a new product developmentprogram and is concerned to discover whetherspecific child-oriented desserts should form part of this development program. A series of newproduct concepts have been produced in this areato be evaluated...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1979
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Citation

, C. (1979a, May 01). Qualitative research into children's dessert development. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-children-s-dessert-development


Research reports

Qualitative research into Johnson's wax sparkle 1979 advertising development

It is intended that Sparkle will receive a fresh,new advertising approach in 1979. A broadstrategy for this has been developed and majorson the need to: 1. More closely define the emotional pay-offfor using a cleaner-shiner/Sparkle;2. Reinforce and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1979
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Citation

, C. (1979a, March 01). Qualitative research into Johnson's wax sparkle 1979 advertising development. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-johnson-s-wax-sparkle-1979-advertising-development


Research reports

Qualitative research into Kenco coffee bags advertising

The coffee bag market and in particular, Kenco,has a lot of latent potentials which should bewell worth exploiting. In order to obtain anevaluation of this potential, it is proposed to run a test area television commercial topromote 'Kenco Fresh...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 1, 1979
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Citation

, C. (1979a, February 01). Qualitative research into Kenco coffee bags advertising . ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-kenco-coffee-bags-advertising-


Research reports

Qualitative research into new 'Long Matchmakers' packs

The Terry's Bridge Mint style pack developed forLong Matchmakers was highly successful in theprevious research, but its high production costshave obviated its usage. A new 'slide and shell'pack has been developed - dimensions similar tothose of the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 1, 1979
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Citation

, C. (1979a, February 01). Qualitative research into new 'Long Matchmakers' packs. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-new-long-matchmakers-packs


Research reports

Lad 1 creative research

This research was designed to evaluate consumerreactions to the Lad 1 creative development: 1. The campaign idea represented by threeAnimatics;2. Three Animatics (Astronauts, Napoleon and Racehorses);3. The name 'Maes Lite Lager';4. Four possible...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1978
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Citation

, C. (1978a, December 01). Lad 1 creative research. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/lad-1-creative-research


Research papers

Response to magazine and television advertising

A small-scale UK survey among leading advertisers and agencies to find out what research they conduct to evaluate their advertising campaigns is reported upon. The amount of such work was found to be surprisingly high but the amount of effort devoted...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Alan Smith
June 14, 1978
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Citation

Smith, A. (1978a, June 14). Response to magazine and television advertising. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/response-to-magazine-and-television-advertising