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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 28, 2024, 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 April 28, 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 28, 2024, from


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


Research papers

Determining advertising budgets using econometrics

The only rational way to set an advertising budget is to estimate as well as one can the likely sales and cost consequences of each of the range of feasible advertising expenditures and choose the one which maximises the future profit (or other...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Michael Stewart
June 1, 1978
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Citation

Stewart, M. (1978a, June 01). Determining advertising budgets using econometrics. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/determining-advertising-budgets-using-econometrics


Research papers
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Citation

Noordhoff, J. D. (1974a, May 01). Discussion opening on Mr. Batham's paper. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/discussion-opening-on-mr-batham-s-paper


Research papers

Research budgeting in the client company

How much should be spent on Market Research? This is a common question for which there is no simple answer. The Market Research expenditure should reflect the plans and objectives of the Company. Consequently, the Market Research budget should be...

Catalogue: Seminar 1974: Managing Market Research As A Business
Author: W. G. Batham
May 1, 1974
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Citation

Batham, W. G. (1974a, May 01). Research budgeting in the client company. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/research-budgeting-in-the-client-company


Research papers

The use of sampling frames in industrial market research in the UK

This paper presents data from two surveys conducted in the Spring and the Autumn of 1972 plus three case histories. The Spring Survey studies the role of sampling in industrial market research in the U.K. as employed by the manufacturing and service...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Authors: D. Thicker, Andrew Robert McIntosh
January 1, 1973
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Citation

Thicker and McIntosh (1973a, January 01). The use of sampling frames in industrial market research in the UK. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-use-of-sampling-frames-in-industrial-market-research-in-the-uk


Research papers

Some applications of operational research to the problem of advertising

Management decision in the field of advertising is typically concerned with problems such as the size of the advertising budget, how the outlay should he distributed over time and within regions, what type of messages should be used and what media...

Catalogue: ESOMAR Yearbook 1963-1964
Author: David Lowe-Watson
June 15, 1964
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Citation

Lowe-Watson, D. (1964a, June 15). Some applications of operational research to the problem of advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/some-applications-of-operational-research-to-the-problem-of-advertising


Research papers

Applications of operations research to the optimal determination of advertising budgets

If we consider th.at O.R. is becoming, day by day, a more and more important subject in advertising magazines and congresses, we can say that the interest in this discipline is spreading successfully also among advertising people. For this reason...

Catalogue: ESOMAR Congress 1964
Author: Gilberto Valentini
June 15, 1964
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Citation

Valentini, G. (1964a, June 15). Applications of operations research to the optimal determination of advertising budgets. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/applications-of-operations-research-to-the-optimal-determination-of-advertising-budgets