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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 April 27, 2024, from


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


Research papers

Introduction

The subjects we discuss in this seminar influence major marketing decisions - but are still controversial. Simple, practical assumptions or theories govern most of our decisions in designing, testing and evaluating our marketing activities. But these...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Simon Broadbent
June 15, 1991
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Citation

Broadbent, S. (1991a, June 15). Introduction. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/introduction-3691


Research papers

Too much of advertising and promotion is wasted

Information on the effectiveness of promotions and advertising is more and more indispensable for a successful brand. Advance in technology has given the chance to develop a tool which is required to measure the effects of advertising and promotion:...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Sabine Ullrich
Company: GfK
June 15, 1991
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Citation

Ullrich, S. (1991a, June 15). Too much of advertising and promotion is wasted. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/too-much-of-advertising-and-promotion-is-wasted


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 April 27, 2024, from


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


Research papers

Over-promise and under-delivery

This paper is in three parts. Part 1 introduces and describes the Strong and Weak theories. Outside observers (both protagonists and antagonists of advertising) and many practitioners believe in the Strong theory. This paper introduces facts...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: John Philip Jones
June 15, 1991
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Citation

Jones, J. P. (1991a, June 15). Over-promise and under-delivery. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/over-promise-and-under-delivery


Research papers

The longer and broader effects of advertising

Historically the short term sales response to advertising has been the easiest to measure, giving rise to a mistaken belief that long term effects do not exist. As this became an issue in the ERA Advertising Effectiveness Awards, a new category was...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Paul Feldwick, Chris Baker
June 15, 1991
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Citation

Feldwick and Baker (1991a, June 15). The longer and broader effects of advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-longer-and-broader-effects-of-advertising


Research papers

Advertising pretesting

Advertising affects buyer attitudes to the brand in a number of characteristic ways. The important effects are similar across product types fmcg, durables and services  because brand attitude formation is relatively similar in the unpressured...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Ian D. Greig
June 15, 1991
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Citation

Greig, I. D. (1991a, June 15). Advertising pretesting. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-pretesting