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Research papers

United Kingdom

The paper points out that one result of sluggish economic growth in Britain over the past decade has been a similarly slow increase in advertising expenditure. Consequently, funds have been lacking for heavy investment in new media research services,...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Derek Bloom
June 15, 1980

Research papers

The page and the screen nourish each other

There has been growing demand from advertisers and advertising agencies for newspaper and magazine media owners to go beyond the normal measurement of audiences, and demonstrate the value of advertising in print - whether print is used on its own, or...

Catalogue: ESOMAR Monograph Series Vol.3: Print Media Research
Author: Guy Consterdine
June 15, 1980

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

Research papers

Using market research in campaign planning

This brief "compte rendu" shows us how little has changed in over thirty years. Its first sentence must have been repeated in different ways in every country and in every succeeding year: because advertising costs are particularly high, even greater...

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

Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980

Research papers

Reducing promotion costs

The purpose of this paper is to show that frequently the biggest variables in the effectiveness of a communication campaign with doctors are the message and creative concept. It will attempt to show that heavy expenditure on a campaign does not...

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing
Authors: Colin N. Maitland, J. Vanamali
June 15, 1979

Research papers

Will retailers allocate manufacturers' budgets

The budgetary allocation of many product groups is made long before the responsible advertising managers have decided on the allocation of sales promotion and advertising expenditures. This is the case with branded articles. With such goods both...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Georg Gramse
June 14, 1978

Research papers

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Tony Twyman
June 14, 1978

Research papers

Setting advertising appropriations

This paper shows how a number of advertisers currently set advertising appropriations; examines alternative methods designed to guide the decision making process; and cites more case histories to indicate the implications of given budget levels in...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald Eva
June 14, 1978