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Research papers

Finding the secret formula that can sell a brand worldwide

In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Margaret Holmes, Martin West
June 15, 1986
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Citation

Holmes and West (1986a, June 15). Finding the secret formula that can sell a brand worldwide. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/finding-the-secret-formula-that-can-sell-a-brand-worldwide


Research papers

Good data for good media deals for advertisers

This paper outlines the perspective that one international advertising agency currently has for the developing market in Pan-European television. The paper seeks to act as an agenda-setter for discussion as to the best way to make this come about in...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Martin West
June 15, 1986
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Citation

West, M. (1986a, June 15). Good data for good media deals for advertisers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/good-data-for-good-media-deals-for-advertisers