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Research papers

Developing an international advertising strategy for Johnnie Walker red label

The paper describes the preliminary research carried out and the thinking that prompted it. It goes on to discuss, specifically, the evolution of an advertising 'matrix' for use on a global marketing basis and how one element of it, the famous...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Monika Bhaduri
Company: Burke, Inc.
June 15, 1986

Research papers

Marketing for public radio in competition

The paper consists of two parts. The first one describes the quantitative use of radio on the basis of representative surveys in Germany. According to topical data radio listening in the eastern part of the country is significantly higher than in the...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Author: Josef Eckhardt
June 15, 1993

Research papers

Understanding women

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them open their eyes to what women really want...

Catalogue: Congress 2015: Revelations
Authors: Christene McCauley, Izzy Pugh
October 1, 2015

Research papers

Application of a new theory to allow a better definition, control and measurement of advertising strategies

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done.2....

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Marc Vincent
November 28, 1973

Research papers


Introductory paragraph to section "Strategy" of the book "Market Researchers Look at Advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980

Research papers

Selecting advertising routes for older target audiences (more than one way to skin a cat)

Our paper describes TBWA's approach to analysing advertising and how it can be used to isolate the different ways of communicating most effectively to old people as various brands' messages differ. The approach basically involves splitting the...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Jane Fiori, Patrick Peigne
June 15, 1989

Research papers

The illusion of the "image" and the excess power of groups (French)

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Hugh S. Hardy
June 15, 1963

Research papers

Applications of operations research to the optimal determination of advertising budgets

If we consider O.R. is becoming, day by day, a more and more important subject in advertising magazines and congresses, we can say that the interest in this discipline is spreading successfully also among advertising people. For this reason...

Catalogue: ESOMAR Congress 1964
Author: Gilberto Valentini
June 15, 1964

Research papers

Advertising strategy and media mix under control

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987
Author: Marc Vincent
September 1, 1987