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Research papers

Magazine covers as a flexible marketing tool

Up to now magazine covers have only been used to attract attention and to protect the inside of a magazine. With the help of a new technical complete manufacturing system - the DOOR-SYSTEM - it will be possible to employ the cover economically as a...

Catalogue: Seminar 1981: Publishing in the 1980's
Author: Wolfgang A. Reinhardt
June 15, 1981
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Citation

Reinhardt, W. A. (1981a, June 15). Magazine covers as a flexible marketing tool. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/magazine-covers-as-a-flexible-marketing-tool


Research papers

The degree of information in advertisements

The degree of information contained in advertisements currently is a hot issue. Some consider it part of the social responsibility of marketing people not to publish only 'empty' advertisements, others have stated that more informative advertisements...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Costa Tchaoussoglou, Rob R. van den Heuvel, Jetty M. M. Plasschaert
June 15, 1981
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Citation

Tchaoussoglou , van den Heuvel and Plasschaert (1981a, June 15). The degree of information in advertisements. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-degree-of-information-in-advertisements


Research papers

Communication or persuasion?

Advertising hasn't a purely informative role. I think we have to accept that in many fields its persuasive role is important - particularly in advertising on social issues. At the same time the real value of advertising lies within the concept of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Julia Ann Burdus
June 15, 1981
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Citation

Burdus, J. (1981a, June 15). Communication or persuasion?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/communication-or-persuasion-


Research papers

Advertising in Europe

The developments of publishing in the decade regarding innovation and the competitive situation first of all requires an analysis of the present situation of the media scene in Europe. Four years ago it was rather difficult to give a general summary...

Catalogue: Seminar 1981: Publishing in the 1980's
Author: F.-Jürgen Stockmann
June 15, 1981
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Citation

Stockmann, F. (1981a, June 15). Advertising in Europe . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advertising-in-europe-


Research papers

Advertising, promotions and direct marketing

The paper begins with an analysis of the spectacular development of the direct marketing Europe and the United States, followed by an examination of the causes of this development. The second part of the paper stresses the crucial importance of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Sylvère Piquet
June 15, 1981
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Citation

Piquet, S. (1981a, June 15). Advertising, promotions and direct marketing. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advertising-promotions-and-direct-marketing


Research papers

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Tony Twyman
June 15, 1980
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Citation

Twyman, T. (1980a, June 15). Are long-term effects possible or measurable? . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable-


Research papers

International advertising

Introductory paragraph to "International advertising" section of the book "Market researcher look at advertising".

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

B.V., E. (1980a, June 15). International advertising . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/international-advertising-


Research papers

Application of life style studies media planning by motivational-psychological criteria

In our agency, advertising campaigns are developed in principle in the aspect of individual reach of target persons, and not with alignment to the mass public. The advertising is to reach the individual person, and not a more or less heterogeneous...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Heinz Retsch
June 15, 1980
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Citation

Retsch, H. (1980a, June 15). Application of life style studies media planning by motivational-psychological criteria. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/application-of-life-style-studies-media-planning-by-motivational-psychological-criteria


Research papers

The nordic countries

Finland is the only country in this part of the world who has advertising in TV, and the three big countries measured by area have a low population density, whereas Denmark has a very high population density. In Sweden they for more than 20 years...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Sigurd Bennike
June 15, 1980
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Citation

Bennike, S. (1980a, June 15). The nordic countries. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-nordic-countries