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Research papers

Estimating the cost effectiveness of advertising

I have taken you through our decision process by which we arrive at an advertising budget. On the way we have checked out the total business, developed the basic business strategy, supported the development of an appropriate marketing strategy, and...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Malcolm A. McNiven
June 1, 1978
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Citation

McNiven, M. A. (1978a, June 01). Estimating the cost effectiveness of advertising. ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/estimating-the-cost-effectiveness-of-advertising


Research papers

Budgeting for brand outcomes

This paper summarizes the development of a new method of developing building and maintaining brands starting first with a brief description of how brand managers have typically operated in terms of brand budgeting and allocation why those...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Don E. Schultz
June 15, 1998
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Citation

Schultz, D. E. (1998a, June 15). Budgeting for brand outcomes. ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/budgeting-for-brand-outcomes


Research papers

Determining budget: Open discussion

Let us take a look at the amount of money which is actually spent. Upon my request, the Dutch publisher Admedia made a frequency distribution of the budgets within each product field. Admedia has a data bank in which all major budgets are registered....

Catalogue: Seminar 1978: The Business Of Advertising
Author: Giovanni van Eyl
June 1, 1978
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Citation

van Eyl, G. (1978a, June 01). Determining budget: Open discussion. ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/determining-budget-open-discussion


Magazines

Research World (June 2009)

Our theme this month is return on marketing investment (ROMI). But just that one Insight throws the discussion of this aging concept into very sharp relief. Just what is ROMI? Is it return on investment on the entire marketing effort? Or return on...

Catalogue: Research World 2009
Author: ESOMAR B.V.
June 1, 2009
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Citation

B.V., E. (2009a, June 01). Research World (June 2009). ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/research-world-june-2009-


Research papers

Economic trend indicator surveys as a management tool

The aim of this paper is to study so-called economic trend indicator surveys and their relevance as tools to prognoses and forecasts. The history of economic trend surveys is long, although the 1960s and 1970s paved the way for the rising popularity...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Authors: Kristian Rikard-Petersen, Morten Bekholm
June 15, 1994
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Citation

Rikard-Petersen and Bekholm (1994a, June 15). Economic trend indicator surveys as a management tool. ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/economic-trend-indicator-surveys-as-a-management-tool


Research papers

Determinants of tourism flows in Europe

The Austrian National Tourist Office is installing a Marketing Information System (MIS). The aim of this MIS is to ameliorate the information flow of the everyday work and to develop a budget allocation model. The construction of the allocation model...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Author: Hans Mikulicz
June 15, 1983
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Citation

Mikulicz, H. (1983a, June 15). Determinants of tourism flows in Europe. ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/determinants-of-tourism-flows-in-europe


Research papers

An enquiry into the marketing value of permanent coupon saving promotions

This paper demonstrates how the marketing value of a permanent coupon saving promotion system can be estimated by application of the TARGET MONITOR MODEL. An important finding is that the permanent coupon saving promotion can increase the quality of...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Peter H. van Westendorp
June 15, 1991
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Citation

van Westendorp, P. H. (1991a, June 15). An enquiry into the marketing value of permanent coupon saving promotions. ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/an-enquiry-into-the-marketing-value-of-permanent-coupon-saving-promotions


Research papers

Determining marketing budgets

Anglo-Saxon accounting practice puts marketing expense within the framework of what is termed selling expense. Selling expenses consist of expenses for marketing, advertising and/or distributing the product, i.e. Salesmen's Salaries, Salesmen's...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Barry Leach
June 14, 1978
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Citation

Leach, B. (1978a, June 14). Determining marketing budgets. ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/determining-marketing-budgets


Research papers

A proposal to evaluate research projects

One of the most important responsibilities of decision makers and also of research managers, including marketing and social research managers as well, is to select the best research projects among alternative ones to be undertaken. To determine the...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Kemal Kurtulu
September 1, 1978
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Citation

Kurtulu, K. (1978a, September 01). A proposal to evaluate research projects. ANA - ESOMAR. Retrieved February 05, 2023, from


https://ana.esomar.org/documents/a-proposal-to-evaluate-research-projects