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Research papers

The changing role of advertising campaigns in French market

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Sylvère Piquet
June 14, 1978
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Citation

Piquet, S. (1978a, June 14). The changing role of advertising campaigns in French market . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-changing-role-of-advertising-campaigns-in-french-market-


Research papers

Adding value to a British bank

This paper presents an interim case history of the development of one such campaign for the Midland Bank targeted at the market for new personal accounts in England and Wales. It concentrates on similarities to rather than differences from other mass...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Charles Channon
June 14, 1978
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Citation

Channon, C. (1978a, June 14). Adding value to a British bank. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/adding-value-to-a-british-bank


Research papers

Budget determination and the problem of long term effects

In Europe every year thousands of millions of pounds are spent on media advertising, and it is to be presumed that on balance it brings commercial advantage to the companies concerned. Consequently, the decision-making processes that lie behind that...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Derek Bloom
June 1, 1978
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Citation

Bloom, D. (1978a, June 01). Budget determination and the problem of long term effects. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/budget-determination-and-the-problem-of-long-term-effects


Research papers

Allocating the marketing budget: Open discussion

Measuring the effects of advertising above and below the line depends in my opinion mainly on having really exact data, and this market research finds very difficult. In theory, there are plenty of logical conceptions about how advertising ought to...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Werner Röske
June 1, 1978
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Citation

Röske, W. (1978a, June 01). Allocating the marketing budget: Open discussion. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/allocating-the-marketing-budget-open-discussion


Research papers

Some thoughts of the past

I am going to talk in a discursive way about a number of points that have occurred to me in connection with the various papers that have been presented to this seminar.

Catalogue: Seminar 1978: The Business Of Advertising
Author: John Treasure
June 1, 1978
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Citation

Treasure, J. (1978a, June 01). Some thoughts of the past. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/some-thoughts-of-the-past


Research papers

Advertising and purchasing

I have been asked to describe to you a proposal recently published by Newsweek magazine in the U.S.A. which has been prepared by Axiom Market Research Bureau Inc.together with the British Market Research Bureau Ltd. in London. It was a study which...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Timothy Joyce
June 1, 1978
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Citation

Joyce, T. (1978a, June 01). Advertising and purchasing. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/advertising-and-purchasing


Research papers

Estimating the cost effectiveness of advertising

I have taken you through our decision process by which we arrive at an advertising budget. On the way we have checked out the total business, developed the basic business strategy, supported the development of an appropriate marketing strategy, and...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Malcolm A. McNiven
June 1, 1978
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Citation

McNiven, M. A. (1978a, June 01). Estimating the cost effectiveness of advertising. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/estimating-the-cost-effectiveness-of-advertising


Research papers

Determining budget: Open discussion

Let us take a look at the amount of money which is actually spent. Upon my request, the Dutch publisher Admedia made a frequency distribution of the budgets within each product field. Admedia has a data bank in which all major budgets are registered....

Catalogue: Seminar 1978: The Business Of Advertising
Author: Giovanni van Eyl
June 1, 1978
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Citation

van Eyl, G. (1978a, June 01). Determining budget: Open discussion. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/determining-budget-open-discussion


Research papers

A new challenge about society

I shall not attempt to summarise the session papers, but will try to pass on to you some ideas I had when reading the papers in advance.

Catalogue: Seminar 1978: The Business Of Advertising
Author: Jacques Bonnafont
June 1, 1978
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Citation

Bonnafont, J. (1978a, June 01). A new challenge about society. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/a-new-challenge-about-society