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Research papers
Adjustment of advertising to continually developing values: An operative model of analysis
The rapidly developing social and cultural scene is bringing about a parallel change in values, attitudes and life styles. This is reflected on the consumer's choice of products and brands. In Italy in particular the consumer is bombarded by a mass...
Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Authors: Graziella Messina, Franco Barbero
June 15, 1989
Research papers
Beyond presence
This paper presents an account of a major research study conducted at the end of 1987 on behalf of Capital Radio pic. Capital Radio is a major independent radio station broadcasting in London and its immediate environs. This study was designed with...
Catalogue: ESOMAR Congress 1988
Authors: Carole Wilkins, John Clemens, Ruth Deacon
September 1, 1988
Research papers
Quality of exposure and advertising effectiveness
In recent times we notice a worldwide trend in media research to move beyond the vehicle contacts towards exposure to the advertising message. This is an easy task in the case of electronic media, if one believes in meter data. With print media we...
Catalogue: ESOMAR Congress 1988
Author: Rolf Speetzen
September 1, 1988
Research papers
Advertising effectiveness and marketing productivity where the market cannot afford too much electronic wizardry: The experience of creating and running a single source panel in India
Electronic technology has introduced the personal TV meter and product pack scanning and other devices into sophisticated measurement of advertising and product purchasing. The costs are too high for the methodology to be used in many countries and...
Catalogue: ESOMAR Congress 1988
Authors: Debi Prokash Basu, John Parfitt
September 1, 1988
Research papers
Beyond pretesting advertising
We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...
Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Karl-Georg Muslol, Uwe Munzinger
Company: GfK
June 15, 1988
Research papers
Researching a mobile population
The purpose of the paper is twofold: firstly to describe the problems involved in conducting research, and particularly continuous research, among a highly mobile minority group: and secondly to consider the techniques of continuous advertising...
Catalogue: Seminar 1988: Travel And Tourism Research
Author: Mike Denny
May 4, 1988
Research papers
The ADTRAC model for advertising tracking
There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of...
Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: G. J. Hooley, N. Wilson, P. A. Wigodsky
October 26, 1987
Research papers
Abbreviated simulated test markets as advertising pretesting tools
Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as...
Catalogue: ESOMAR Congress 1987
Author: Jörg Rehorn
September 1, 1987
Research papers
