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Research papers

Programme involvement

The BARB audience measurement system has the reputation of being the most sophisticated in the world. But because of its methodologies and its quantitative nature the advertising industry has, to a greater or lesser extent, been forced into making a...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Doug Read, Sheila Byfield
Company: Ogilvy
May 1, 1994
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Citation

Read and Byfield (1994a, May 01). Programme involvement. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/programme-involvement


Research papers

An evaluation study of joint EC/ETC advertising to American prospects for pleasure travel to Europe

This paper illustrates the use of multi-criteria to evaluate an international travel advertising campaign. The effectiveness of print advertisements that contain coupons for response were measured on several different criteria: 1) the number of...

Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Edward Berrol
Company: Ogilvy
June 15, 1991
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Citation

Berrol, E. (1991a, June 15). An evaluation study of joint EC/ETC advertising to American prospects for pleasure travel to Europe. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-evaluation-study-of-joint-ec-etc-advertising-to-american-prospects-for-pleasure-travel-to-europe


Research papers

Investigating children (Portuguese)

The basic concern of this paper is to expand our knowledge concerning what today's children are like and how to reach them. This presentation is divided into two parts. In the first, the theoretical reference chart on the cognitive/emotional stages...

Catalogue: Latin America 1991: Exchanging Experiences
Authors: Clarice Herzog, Lea Maria Chagas Cruz
Company: Ogilvy
May 5, 1991
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Citation

Herzog and Cruz (1991a, May 05). Investigating children (Portuguese). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/investigating-children-portuguese-


Research papers

Investigating children

The basic concern of this paper is to expand our knowledge concerning what today's children are like and how to reach them. This presentation is divided into two parts. In the first, the theoretical reference chart on the cognitive/emotional stages...

Catalogue: Latin America 1991: Exchanging Experiences
Authors: Clarice Herzog, Lea Maria Chagas Cruz
Company: Ogilvy
May 5, 1991
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Citation

Herzog and Cruz (1991a, May 05). Investigating children. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/investigating-children-


Research papers

Segmenting the U.S. market for pleasure travel to Europe

American travel to Europe, having hovered around the four million mark for half a dozen years, took off in 1984 and appears to be reaching for a new plateau at around the six million level. Thus, on sheer size alone, this market deserves to be...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Edward Berrol
Company: Ogilvy
May 4, 1988
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Citation

Berrol, E. (1988a, May 04). Segmenting the U.S. market for pleasure travel to Europe. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/segmenting-the-u-s-market-for-pleasure-travel-to-europe


Research papers

The predictive value of qualitative research

The objective of this paper is to illustrate the validity of qualitative research as a predictive tool. The predictive value of qualitative research and its possibilities of anticipating problem-solving is presented here as based on its own...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Susana Tisler, Juan S. Alós
Company: Ogilvy
June 15, 1986
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Citation

Tisler and Alós (1986a, June 15). The predictive value of qualitative research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-predictive-value-of-qualitative-research


Research papers

Country ways

The original intention of "Coisas da Roga" (Country days) was to have a better understanding of the relationship between rural people in the Brazilian state of Sao Paulo - "country folks", as- they call theirselves - and the big city consumer...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Authors: Clarice Herzog, Lea Maria Chagas Cruz
Company: Ogilvy
June 15, 1985
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Citation

Herzog and Cruz (1985a, June 15). Country ways. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/country-ways


Research papers

The language barrier

The authors believe that women are not addressed by financial services in a language which they understand. In addition, as a result of social and cultural influences, women are often not expected to understand financial matters. When combined with...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Authors: Glllian Laidlaw, Kate Willis
Company: Ogilvy
February 1, 1985
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Citation

Laidlaw and Willis (1985a, February 01). The language barrier. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-language-barrier


Research papers

How children use television advertising and how we can learn to communicate more effectively with them

The paper describes a small-scale exploratory study among school-children, supplemented by preparatory desk research, and by interviews with a variety of adult professionals working in the broad field of child communications. The overall objective...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Emer Rodnight, David Williams
Company: Ogilvy
June 15, 1984
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Citation

Rodnight and Williams (1984a, June 15). How children use television advertising and how we can learn to communicate more effectively with them. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-children-use-television-advertising-and-how-we-can-learn-to-communicate-more-effectively-with-them