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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

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