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Research papers

Net effects

In developing the conference program we have attempted to attract papers that offer “new news” with respect to Internet research, that cover topics not presented at last year’s seminar or that offer significant further progress in...

Catalogue: ESOMAR Net Effects 1999
Author: David Pring
February 21, 1999

Research papers

Tv advertising effectiveness

The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Authors: Raimund Wildner, Klaus Kindelmann
Company: GfK
February 1, 1997

Research papers

Preference and past brands used

This paper analyses the effect of the fine fragrance current brand used, on the perception of test fragrances and consequently the acceptance or rejection of product evaluated. This paper also analyses whether it is preferable to use word or pictures...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Francisco Batalla
December 1, 1996

Research papers

Program types

This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, that different program types generate different...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Uwe Munzinger
November 11, 1996

Research papers

An experimental enquiry into sponsoring

At the Copenhagen Business School we have been running a research project concerned with sponsoring since the late eighties. In the present paper some conclusions and some late findings from this programme are presented.

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Flemming Hansen, Lene Scotwin
Company: KANTAR TNS Malaysia
March 15, 1995

Research papers

The impact and effect of new user-oriented computer facilities in media planning

The paper outlines what has happened to Media Planning, Media Buying and Advertisement Sales as a result of the impact and wide-spread proliferation of micro computers. The paper also highlights the practical problems still prevalent with Users that...

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research
Author: Robert Hulks
June 15, 1988

Research papers

1992: Its effects on European and global marketing

The authors feel that the 1992 Single European Act is likely to bring about the most fundamental changes in European business ever seen. The paper examines awareness, attitudes and action being taken or intended to be taken by market research...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Roger Sargood, Malcom R. Mather
June 15, 1988

Research papers

Changing the name of a newspaper

The 'Gelderlander' is the largest regional newspaper in the Netherlands. One of the major editions (circulation 36.000 copies) is distributed inthe city of Arnhem (20 kilometers to the north of Nijmegen) and its surrounding area. For historical...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Authors: Filip van Dijk, Leendert van Meerem
November 25, 1987

Research papers

Promotional pricing effects

This paper is concerned with promotional pricing. It is studied in the context of a major consumer products category in the Canadian Market using electronic diary data. Price effects on several brands are shown. One brand is analysed in greater...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Robert L. Day, Roger M. Heeler
October 26, 1987