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Research papers

The gold cup

In this paper, we see the partnership in action. The case history is a simple one, some would say naive. No methodology is put forward from which we may benefit. The research was not formal: it consisted only of the team itself visiting sales...

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

Miller, R. E. (1980a, June 15). The gold cup . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-gold-cup-


Research papers

An experiment in building a marketing information system

In this paper we describe how we tried to solve a marketing information system need. First, we explain why we were gradually convinced it was necessary. The second step in our thinking was to list all the data we had and wanted to integrate in it....

Catalogue: Seminar 1980: Information Systems In Action
Authors: Françoise Rostand, Marc Olive
June 15, 1980
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Citation

Rostand and Olive (1980a, June 15). An experiment in building a marketing information system. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/an-experiment-in-building-a-marketing-information-system


Research papers

Creative development

This subject has always been central to the advertising agency researcher. The creative department is the agency’s factory, on which all else depends. The researcher not only supplies some of its raw material, he provides the oil which keeps the...

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). Creative development . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/creative-development-


Research papers

Can you forecast the effectiveness of a promotional campaign?

I would like to spend a few minutes looking at what is meant by predicting the effectiveness of a promotional campaign. Second I would like to talk about some of the efforts that have been made in the field, and related areas, passing a few comments....

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

Brown, P. J. (1980a, June 15). Can you forecast the effectiveness of a promotional campaign? . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/can-you-forecast-the-effectiveness-of-a-promotional-campaign--1916


Research papers

Translating qualitative research findings into successful advertising and marketing action

The paper sets out to show the unique role that carefully executed qualitative research can play in providing a detailed understanding of consumer behaviour within a given market, and of the attitudes, imagery, wants and needs which underlie and...

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

Goodyear, M. (1980a, June 15). Translating qualitative research findings into successful advertising and marketing action . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/translating-qualitative-research-findings-into-successful-advertising-and-marketing-action-


Research papers

Evaluation

Introductory paragraph to "Evaluation" section of the book "Market researchers 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). Evaluation . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/evaluation-


Research papers

The years of experience with a dialogue marketing information system in action within the German Unilever

In 1977 I installed the EXPRESS Market Research Information Service at UNION Deutsche Lebensmittelwerke OmbH, a Unilever subsidiary. This paper discusses the value placed by the management on the system, after two years' experience of the system and...

Catalogue: Seminar 1980: Information Systems In Action
Author: Werner Röske
June 15, 1980
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Citation

Röske, W. (1980a, June 15). The years of experience with a dialogue marketing information system in action within the German Unilever. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-years-of-experience-with-a-dialogue-marketing-information-system-in-action-within-the-german-unilever


Research papers

Using panel data to evaluate the consequences of promotions

This paper discusses how Information Systems can support marketing decision making in the promotional area. We deal mainly with the use of Consumer Panel data, although reference is also made to the integration of other data sources - sales and store...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: David Zeitlin, Christopher J. Melbourne
June 15, 1980
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Citation

Zeitlin and Melbourne (1980a, June 15). Using panel data to evaluate the consequences of promotions . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/using-panel-data-to-evaluate-the-consequences-of-promotions-


Research papers

Advertising communication on behalf of a government body

This paper like the last is about Government advertising. This one concentrates on the tone or style of the campaign and on the decision to he serious or lighthearted. It is obviously not as ‘heavy’ in research terms but is as useful as an...

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

de Montmarin, F. (1980a, June 15). Advertising communication on behalf of a government body . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advertising-communication-on-behalf-of-a-government-body-