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Research papers

An international model for the prediction of television coverage and frequency distribution

This paper traces the development of Predictive Models for establishing the coverage and frequency of viewing Advertising campaigns on Television. Most of these models were designed with the need for accuracy taking precedence over the need for...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Robert Hulks
June 15, 1973
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Citation

Hulks, R. (1973a, June 15). An international model for the prediction of television coverage and frequency distribution . ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/an-international-model-for-the-prediction-of-television-coverage-and-frequency-distribution-


Research papers

The optimisation of advertising success (German)

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Dieter Müller-Veeh
June 15, 1972
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Citation

Müller-Veeh, D. (1972a, June 15). The optimisation of advertising success (German). ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-optimisation-of-advertising-success-german-


Research papers

The optimisation of advertising success

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Dieter Müller-Veeh
June 15, 1972
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Citation

Müller-Veeh, D. (1972a, June 15). The optimisation of advertising success. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-optimisation-of-advertising-success


Research papers

Market research as an aid for premium buying policy

In modern marketing (free) gift campaigns are frequently applied. At the end of 1968 and in the beginning of 1969 a free gift campaign was carried on in The Netherlands for BRIO margarine. This campaign was packaging, sending to the effect that the...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: P. J. Dobbenberg, Ger C. Schild
Company: NIPO
September 1, 1970
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Citation

Dobbenberg and Schild (1970a, September 01). Market research as an aid for premium buying policy. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/market-research-as-an-aid-for-premium-buying-policy


Research papers

We are still confused- But on a higher level

Most case stories are. written when the success is an established fact. This paper is a case where part of the story was written in advance, in the form of objectives. To be precise, it is a case story the outcome of which is not yet known. The story...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Niels Vinding
June 15, 1965
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Citation

Vinding, N. (1965a, June 15). We are still confused- But on a higher level. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/we-are-still-confused--but-on-a-higher-level


Research papers

A new pretest for advertisements

There is no general formula for measuring the effectiveness of an advertisement. In pretesting we can just define a series of different functions of an ad and check to what extent they are fulfilled. These functions are:1. The attention effect;2. the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Werner Wyss
June 15, 1963
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Citation

Wyss, W. (1963a, June 15). A new pretest for advertisements . ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/a-new-pretest-for-advertisements-


Research papers

Measuring advertising effectiveness

Professor Lucas and I have tried to bring together in one volume the most up-to-date information on two of the most important phases of advertising; 1. The measurement of advertising messages, and 2. the measurement of advertising media. It is too...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Steuart Henderson Britt
June 15, 1963
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Citation

Britt, S. H. (1963a, June 15). Measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/measuring-advertising-effectiveness-212


Research papers

Activation

A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: George Gallup
June 15, 1957
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Citation

Gallup, G. (1957a, June 15). Activation . ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/activation-