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Research papers

An evaluation study of joint EC/ETC advertising to American prospects for pleasure travel to Europe

This paper illustrates the use of multi-criteria to evaluate an international travel advertising campaign. The effectiveness of print advertisements that contain coupons for response were measured on several different criteria: 1) the number of...

Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Edward Berrol
Company: Ogilvy
June 15, 1991
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Citation

Berrol, E. (1991a, June 15). An evaluation study of joint EC/ETC advertising to American prospects for pleasure travel to Europe. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/an-evaluation-study-of-joint-ec-etc-advertising-to-american-prospects-for-pleasure-travel-to-europe


Research papers

Segmenting the U.S. market for pleasure travel to Europe

American travel to Europe, having hovered around the four million mark for half a dozen years, took off in 1984 and appears to be reaching for a new plateau at around the six million level. Thus, on sheer size alone, this market deserves to be...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Edward Berrol
Company: Ogilvy
May 4, 1988
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Citation

Berrol, E. (1988a, May 04). Segmenting the U.S. market for pleasure travel to Europe. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/segmenting-the-u-s-market-for-pleasure-travel-to-europe


Research papers

Segmentation of the pleasure travel market to Europe

On the basis of this pilot study, we can definitely say that attitude segmentation exist in this market. We can indeed locate and delineate segments of travellers who share a particular orientation towards travel and who differ from other segments in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Edward Berrol
Company: Ogilvy
September 1, 1974
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Citation

Berrol, E. (1974a, September 01). Segmentation of the pleasure travel market to Europe. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/segmentation-of-the-pleasure-travel-market-to-europe