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Research papers

SESAME

The main objective of the SESAME study is to answer to some fundamental questions which have been resolved by too "conventional" answers. For example : - What is spending for which objective? - Is there some spending level minimum or maximum? For...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Alain Parodi
June 15, 1991
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Citation

Parodi, A. (1991a, June 15). SESAME. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/sesame


Research papers

Multi media effects: Synergy between television, tv magazine and newspaper ads?

In September 1989 a short but heavy multimedia campaign was started to increase the knowledge in the Netherlands of the new tax laws that will influence everybody's life as from the first of January 1990. A small brochure was inserted in all TV...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Leendert van Meerem
June 15, 1990
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Citation

van Meerem, L. (1990a, June 15). Multi media effects: Synergy between television, tv magazine and newspaper ads?. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/multi-media-effects-synergy-between-television-tv-magazine-and-newspaper-ads-


Research papers

Complementarity between television and magazines

This research was planned in order to check the observations made based upon theoretical works on the complementarity of magazine and television advertising. Although few media-planners doubt the beneficial effects of this complementarity on ideas...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Jean-Pol Thiebaut
June 15, 1990
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Citation

Thiebaut, J. (1990a, June 15). Complementarity between television and magazines. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/complementarity-between-television-and-magazines


Research papers

Media mix and advertising effectiveness

The survey takes the basic problem of planning mixed media campaigns as its start line. Mixed media campaigns have two main objectives: 1. To avoid saturation or erosive effects through the accumulation of exposures in single media. 2. To make use of...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Rolf Speetzen
June 15, 1990
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Citation

Speetzen, R. (1990a, June 15). Media mix and advertising effectiveness. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/media-mix-and-advertising-effectiveness


Research papers

Advertising strategy and media mix under control

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
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Citation

Vincent, M. (1987a, September 01). Advertising strategy and media mix under control. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/advertising-strategy-and-media-mix-under-control


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
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Citation

Vincent, M. (1987a, September 01). Advertising strategy and media mix under control (French). ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/advertising-strategy-and-media-mix-under-control-french-


Research papers
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Citation

Ernst, O. (1984a, April 11). Summing up. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/summing-up-2466


Research papers

Recent trends in the development of markets and market shares in the Federal Republic of Germany

Invited to make a contribution about "recent trends" I am in a dilemma to find out: what is "recent" - the last year, the last three, five or ten years ? I think we should accept the following definition: It is not important, since what time a trend...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Klaus P. Landgrebe
June 15, 1972
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Citation

Landgrebe, K. P. (1972a, June 15). Recent trends in the development of markets and market shares in the Federal Republic of Germany. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/recent-trends-in-the-development-of-markets-and-market-shares-in-the-federal-republic-of-germany


Research papers

Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media

Our Basic Research Group was asked to improve decision making on advertising activities by marketing and advertising people by working out model concepts of the process of advertising effects as well as to develop adequate test procedures. Since...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Arthur Juchems
June 15, 1971
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Citation

Juchems, A. (1971a, June 15). Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media. ANA - ESOMAR. Retrieved July 15, 2025, from


https://ana.esomar.org/documents/advertising-models-in-the-practical-application-for-decisions-on-advertising-content-and-creative-treatment-and-on-the-use-of-advertising-media