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Research papers

Using market research in campaign planning

This brief "compte rendu" shows us how little has changed in over thirty years. Its first sentence must have been repeated in different ways in every country and in every succeeding year: because advertising costs are particularly high, even greater...

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

Devrient, P. (1980a, June 15). Using market research in campaign planning . ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/using-market-research-in-campaign-planning-


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980
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Citation

Tuck and Harvey (1980a, January 01). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895


Research papers

Reducing promotion costs

The purpose of this paper is to show that frequently the biggest variables in the effectiveness of a communication campaign with doctors are the message and creative concept. It will attempt to show that heavy expenditure on a campaign does not...

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing
Authors: Colin N. Maitland, J. Vanamali
June 15, 1979
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Citation

Maitland and Vanamali (1979a, June 15). Reducing promotion costs. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/reducing-promotion-costs


Research papers

Will retailers allocate manufacturers' budgets

The budgetary allocation of many product groups is made long before the responsible advertising managers have decided on the allocation of sales promotion and advertising expenditures. This is the case with branded articles. With such goods both...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Georg Gramse
June 14, 1978
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Citation

Gramse, G. (1978a, June 14). Will retailers allocate manufacturers' budgets . ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/will-retailers-allocate-manufacturers-budgets-


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: Seminar 1978: The Business Of Advertising
Author: Tony Twyman
June 14, 1978
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Citation

Twyman, T. (1978a, June 14). Are long-term effects possible or measurable?. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable--1717


Research papers

Setting advertising appropriations

This paper shows how a number of advertisers currently set advertising appropriations; examines alternative methods designed to guide the decision making process; and cites more case histories to indicate the implications of given budget levels in...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald Eva
June 14, 1978
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Citation

Eva, G. (1978a, June 14). Setting advertising appropriations. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/setting-advertising-appropriations


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 December 10, 2023, from


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


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 December 10, 2023, 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 December 10, 2023, from


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