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Research papers

From purchasing and consuming habits to basic underlying attitudes

Consequently, it is in order to offer the Marketing man better criteria for the definition and the recognition of a target group that various surveys have described readers, radio listeners, TV-viewers: - according to their main interests or...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Jean Quatresooz
June 15, 1973
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Citation

Quatresooz, J. (1973a, June 15). From purchasing and consuming habits to basic underlying attitudes. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/from-purchasing-and-consuming-habits-to-basic-underlying-attitudes


Research papers

Conclusions of the seminar

Concluding remarks of the ESOMAR seminar "From market research to advertising strategy and vice-versa" by J. A. Burdus.

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Julia Ann Burdus
June 15, 1973
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Citation

Burdus, J. (1973a, June 15). Conclusions of the seminar. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/conclusions-of-the-seminar


Research papers

Are international advertising campaigns possible?

It would seem that traditional methods of advertising research have hardly yet tried to evaluate this problem. Either companies have judged communication needs from market research. A typical source has been cross-country surveys like that of the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Robin T. J. Tuck
September 1, 1972
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Citation

Tuck, R. T. (1972a, September 01). Are international advertising campaigns possible?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/are-international-advertising-campaigns-possible-


Research papers

International overlapping of media

In an expanding European market multinational advertising has to be carried out. Problems referring to this are: - no standardisation of European law, that means no standardised legal basis as far as advertising in different countries is concerned; -...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Renate Uenk
June 15, 1972
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Citation

Uenk, R. (1972a, June 15). International overlapping of media. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/international-overlapping-of-media


Research papers

A move towards the ideal

The changes which I will discuss in this paper are changes in the content or the treatment of the advertisements and not changes in the media schedule. A good deal of my company's time is spent in testing TV advertisements and it might be useful to...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: John B. O'Mulloy
June 15, 1971
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Citation

O'Mulloy, J. B. (1971a, June 15). A move towards the ideal. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-move-towards-the-ideal


Research papers

Foreword

Only recently has interest in "below-the-line" become widespread, and even now the term is virtually unknown in some countries with advanced marketing systems. In organising an E.S.O.M.A.R. Seminar on this topic we therefore were conscious that we...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Peter B. Mooney
June 15, 1971
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Citation

Mooney, P. B. (1971a, June 15). Foreword. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/foreword-822


Research papers

A suggested explanation of the mechanisms of advertising

Advertising communication is not the only form of information available to the public concerning the products and brands offered it. Before attempting to determine how this advertising communication works, let us first place it in the context of...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Marcel Marc
June 15, 1971
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Citation

Marc, M. (1971a, June 15). A suggested explanation of the mechanisms of advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-suggested-explanation-of-the-mechanisms-of-advertising


Research papers

A study of the decision processes in the selection of an advertising agency

Lintas London has collaborated with MIL Research in a study among leading British advertisers as a guide to the Advertising Agency on how best to promote itself and gain new clients. The two main areas of research were: - Decision processes in the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Gerald de Groot, S. Orwell
June 15, 1971
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Citation

de Groot and Orwell (1971a, June 15). A study of the decision processes in the selection of an advertising agency. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-study-of-the-decision-processes-in-the-selection-of-an-advertising-agency


Research papers

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: A. B. Cowling
Company: KANTAR TNS Malaysia
June 15, 1971
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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning