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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 March 31, 2023, from


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


Research papers

Some techniques and interesting results in discrimination testing

Profits on repeat-purchase consumer goods can be increased by replacing raw materials with cheaper substitutes while maintaining sales. In these cases, it is obviously essential that the performance of the finished product does not suffer. But it is...

Catalogue: ESOMAR Congress 1966
Author: Colin Greenhalgh
September 1, 1966
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Citation

Greenhalgh, C. (1966a, September 01). Some techniques and interesting results in discrimination testing. ANA - ESOMAR. Retrieved March 31, 2023, from


https://ana.esomar.org/documents/some-techniques-and-interesting-results-in-discrimination-testing


Research papers

Diagnostic and predictive advertising pre-testing

The paper starts with examining the needs of marketing and advertising practitioners in the region from advertising pre-testing. This is done through in-depth interviews conducted by the author with a few leading professionals in the advertising...

Catalogue: MENAP Forum 1996: Pressure On Profit
Author: Ravi Miglani
March 1, 1996
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Citation

Miglani, R. (1996a, March 01). Diagnostic and predictive advertising pre-testing. ANA - ESOMAR. Retrieved March 31, 2023, from


https://ana.esomar.org/documents/diagnostic-and-predictive-advertising-pre-testing


Research papers

Researching research the market for TV commercials pre-testing

The Gallup Poll carried out a survey of market researchers early this year. A sample of 54 market research managers from leading advertisers and advertising agencies were interviewed. The objectives of the survey were as follows: 1. To obtain an...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: William Gregory
June 15, 1969
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Citation

Gregory, W. (1969a, June 15). Researching research the market for TV commercials pre-testing. ANA - ESOMAR. Retrieved March 31, 2023, from


https://ana.esomar.org/documents/researching-research-the-market-for-tv-commercials-pre-testing


Research papers

Measuring jokes

Humour and market research do not really have large, directly overlapping areas. If we do a search on Google on the word 'humour' we find that the content that is relevant to our purposes is mainly focusing on the link between humour and psychology....

Catalogue: Qualitative 2008: Consumer Choice
Author: György Pásztor
Company: KANTAR TNS Malaysia
November 20, 2008
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Citation

Pásztor, G. (2008a, November 20). Measuring jokes. ANA - ESOMAR. Retrieved March 31, 2023, from


https://ana.esomar.org/documents/measuring-jokes


Research papers

Purchase prediction and brand loyalty

Traditionally product assessment -before and after its launch- has relied primarily on verbalizations and surveys. These methods offer great insight regarding consumer's opinion and cultural perception. Recent research in neuroscience contributes to...

Catalogue: Latin America 2012: Uncovering Opportunities
Authors: Alejandro Salgado-Montejo, Carlos Velasco, María José Calvo, María Fernanda Gómez
Company: Neurosketch
May 3, 2012
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Citation

Salgado-Montejo, Velasco, Calvo and Gómez (2012a, May 03). Purchase prediction and brand loyalty. ANA - ESOMAR. Retrieved March 31, 2023, from


https://ana.esomar.org/documents/purchase-prediction-and-brand-loyalty