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Research papers

Example of application of advertising research

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Marc Vincent
September 1, 1970

Research papers

The recognition and systematic study of phenomena of diffusion or contagion

In the times in which we live, there is perhaps no problem so fundamental, and which yet is so little taken into account in marketing research, as that of the effects of personal communication in all its diverse forms. While the idea of the existence...

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

Research papers

Advertising strategy and media mix under control (French)

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987
Author: Marc Vincent
September 1, 1987