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Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Robin T. J. Tuck, W. G. B. Harvey
June 15, 1971
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Citation

Tuck and Harvey (1971a, June 15). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved November 28, 2023, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand-


Research papers

The use of covariance analysis as a means of analysing the price-setting policy for a company's product

Covariance analysis is a combination of regression analysis and the analysis of variance. From the latter's standpoint it can be used with any of the above experimental designs to increase the precision of the experiment by removing one or more...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Gordon Heald
Company: Gallup International Association
June 15, 1971
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Citation

Heald, G. (1971a, June 15). The use of covariance analysis as a means of analysing the price-setting policy for a company's product. ANA - ESOMAR. Retrieved November 28, 2023, from


https://ana.esomar.org/documents/the-use-of-covariance-analysis-as-a-means-of-analysing-the-price-setting-policy-for-a-company-s-product