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Research papers
Turning results into action
This paper will discuss a highly successful and cost-effective direct-marketing/image campaign at MCTs Central Division that returned $299,000 in monthly revenue in six months on an initial investment of $16,000. The program was the result of...
Catalogue: Seminar 1992: Business To Business Marketing
Author: Debra L. Zahay
June 15, 1992
Research papers
The value of incremental reach
Advertisers desire accountability for their media expenditures. Information Resources Inc. (IRI) findings and other studies highlight that a critical variable in explaining sales is prior brand purchase. Secondly, reaching more of the brand target...
Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Howard Kamin
June 15, 1992
Research papers
Fusion and the media/marketing database mix
Changes within the UK Television market, both recent and imminent, will bring the buying and selling of TV airtime moving much closer to the negotiation of Press space. The separate selling of Channel 4 airtime, the continuing growth of satellite...
Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Richard Silman
June 15, 1992
Research papers
David and Goliath
Since the arrival of the private television channels in Spain the newspaper Publishers became more and more worried about the share they would get within the advertising budgets. Television has been always the main medium in Spain for advertising a...
Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rosa Maria Forner
June 15, 1991
Research papers
Planning effective press campaigns
The state of understanding of the effects of print advertising is not as clearly developed as that for TV. This reflects the much more complicated nature of press exposure and the difficulties which that in turn presents for looking at advertising...
Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Gordon Pincott
Company: KANTAR TNS Malaysia
June 15, 1991
Research papers
Europe 1992
The primary responsibility of the World Gold Council (W.G.C.) is to stimulate the demand for gold in all its end uses through promotion. Since two-thirds of newly mined gold is used in jewellery manufacture, this consumer-driven market is the...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Sylvia Ruscheweyh, David Beazley
June 15, 1991
Research papers
An enquiry into the marketing value of permanent coupon saving promotions
This paper demonstrates how the marketing value of a permanent coupon saving promotion system can be estimated by application of the TARGET MONITOR MODEL. An important finding is that the permanent coupon saving promotion can increase the quality of...
Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Peter H. van Westendorp
June 15, 1991
Research papers
Pan-European opportunities in the grey market
This paper aims to demonstrate that opportunities exist on a pan-European basis for certain market sectors to increase business through targeting the over 50s. Three sectors have been chosen, crossing a span of industry and market types. Research...
Catalogue: Seminar 1991: The Over 50's In The 90's
Authors: Barbara Martin, Graham Staplehurst
June 15, 1991
Research papers
