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Research papers

A simulation model for the development and control of products their packaging and advertising

The Objectives underlying the implementation of the system include: 1. To find out in detail: a) What opportunities exist within a market for new brands; b) How the positioning of current brands should be modified.2. To provide a valid basis (both...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: W. A. K. Frost
June 15, 1971

Research papers

Attitudes and consumer behaviour

In this article an attempt has been made to outline some features of an attitude theory. This can in itself fulfil a function in the company's communication planning. Here it has formed the starting point for some more concrete reflections on...

Catalogue: The European Marketing Research Review 1967
Author: Flemming Hansen
August 1, 1967

Research papers

A new method for measuring advertising effectiveness

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Daniel Adam, John Parfitt
June 15, 1965