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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
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Citation

Hansen, F. (1967a, August 01). Attitudes and consumer behaviour . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/attitudes-and-consumer-behaviour-


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
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Citation

Adam and Parfitt (1965a, June 15). A new method for measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness