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Research papers

Research can and does help advertising

Advertising is one of the means to move products (or services) to the consumer, to make consumers (in all their varieties, including industrial buyers e.g.) buy the goods or services that are being advertised. There are those who say advertising...

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Jan Stapel
June 15, 1956
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Citation

Stapel, J. (1956a, June 15). Research can and does help advertising. ANA - ESOMAR. Retrieved October 01, 2023, from


https://ana.esomar.org/documents/research-can-and-does-help-advertising


Research papers

Word of mouth and media (German)

This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Berend H. Feddersen
June 15, 1961
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Citation

Feddersen, B. H. (1961a, June 15). Word of mouth and media (German). ANA - ESOMAR. Retrieved October 01, 2023, from


https://ana.esomar.org/documents/word-of-mouth-and-media-german-


Research papers

Measurement of media intangibles (French)

Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Andre Chudnoff
June 15, 1959
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Citation

Chudnoff, A. (1959a, June 15). Measurement of media intangibles (French). ANA - ESOMAR. Retrieved October 01, 2023, from


https://ana.esomar.org/documents/measurement-of-media-intangibles-french-


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 October 01, 2023, from


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


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

Twyman, T. (1980a, June 15). Are long-term effects possible or measurable? . ANA - ESOMAR. Retrieved October 01, 2023, from


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


Research papers

International advertising

Introductory paragraph to "International advertising" section of the book "Market researcher look at advertising".

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

B.V., E. (1980a, June 15). International advertising . ANA - ESOMAR. Retrieved October 01, 2023, from


https://ana.esomar.org/documents/international-advertising-


Research papers

Progress in advertising research

The present paper is a review of advertising research primarily using the language of brand advertising although the discussion has more general implications. The aim is to provide some brief statement of the state of the art followed by a critical...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Tony Twyman
June 15, 1981
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Citation

Twyman, T. (1981a, June 15). Progress in advertising research. ANA - ESOMAR. Retrieved October 01, 2023, from


https://ana.esomar.org/documents/progress-in-advertising-research


Research papers

Measuring advertising effectiveness

Professor Lucas and I have tried to bring together in one volume the most up-to-date information on two of the most important phases of advertising; 1. The measurement of advertising messages, and 2. the measurement of advertising media. It is too...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Steuart Henderson Britt
June 15, 1963
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Citation

Britt, S. H. (1963a, June 15). Measuring advertising effectiveness. ANA - ESOMAR. Retrieved October 01, 2023, from


https://ana.esomar.org/documents/measuring-advertising-effectiveness-212


Research papers

External communication and internal communications (French)

To illustrate what I mean here, let us take as an example the advertising campaign, entitled "The Bank of the Future, Your Future Bank,” conducted by Credit Lyonnais over the last six months. An advertising campaign was thus the first step, not...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: Bernard Normand
June 15, 1982
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Citation

Normand, B. (1982a, June 15). External communication and internal communications (French). ANA - ESOMAR. Retrieved October 01, 2023, from


https://ana.esomar.org/documents/external-communication-and-internal-communications-french-