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Research papers

Marketing adverting patterns

The analysis described in this paper is different from our other examples. It uses panel data, which is under-represented in this both. It treats advertising in the simplest possible terms - as cash expenditure. There is therefore little opportunity...

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

Peckham, J. O. (1980a, June 15). Marketing adverting patterns . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/marketing-adverting-patterns-


Research papers

The use of surveys by an international publication

A questionnaire inserted in the publication is normally a last resort, when used to obtain a description of the average reader. As an expression of the preferences of the more committed readers, as here, it seems so obvious that it is surprising it...

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

Serrell, G. (1980a, June 15). The use of surveys by an international publication . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/the-use-of-surveys-by-an-international-publication-


Research papers

Selecting, developing and promoting appropriate insurance services for the current customers and through the existing sales services of banking organisation

The aim of this paper is to sketch the structure of an insurance broking business required to work alongside a banking set-up and to be the specialist service of the bank manager in his endeavours to introduce customers to insurance. How to be...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment
Author: Randle Manwaring
June 15, 1979
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Citation

Manwaring, R. (1979a, June 15). Selecting, developing and promoting appropriate insurance services for the current customers and through the existing sales services of banking organisation. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/selecting-developing-and-promoting-appropriate-insurance-services-for-the-current-customers-and-through-the-existing-sales-services-of-banking-organisation


Research papers

Changes in the GP environment and its effects on promotion and market research

This paper sets out to explore the task elements and related time spending of a General Practitioners (GPs) working day and attempts to measure how, if at all, these are changing from year to year. The results are analysed with particular reference...

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing
Author: Richard Gilmore
February 1, 1979
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Citation

Gilmore, R. (1979a, February 01). Changes in the GP environment and its effects on promotion and market research. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/changes-in-the-gp-environment-and-its-effects-on-promotion-and-market-research


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 May 16, 2024, from


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


Research papers

Allocating the marketing budget: Open discussion

Measuring the effects of advertising above and below the line depends in my opinion mainly on having really exact data, and this market research finds very difficult. In theory, there are plenty of logical conceptions about how advertising ought to...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Werner Röske
June 1, 1978
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Citation

Röske, W. (1978a, June 01). Allocating the marketing budget: Open discussion. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/allocating-the-marketing-budget-open-discussion


Research papers

Introduction

The objective of this seminar is to bring together marketing people, marketing researchers, promotions people, and people from the trade, and to try to establish a conceptual framework by an exchange of their different points of view.

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Jacques E. Andriessens
June 15, 1976
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Citation

Andriessens, J. E. (1976a, June 15). Introduction. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/introduction-1504


Research papers

Some examples of research on bio-tex promotion

The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: John Knecht, Marten Rook
June 15, 1976
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Citation

Knecht and Rook (1976a, June 15). Some examples of research on bio-tex promotion. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/some-examples-of-research-on-bio-tex-promotion


Research papers

The use of micro market testing in the evaluation of alternative promotional strategy

This paper reviews Mini-Test Market experience in the field of consumer promotions testing and concludes that pre-evaluation of alternative promotions or indeed of any alternative marketing action needs a valid test method which in turn offers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Tom Blackett
June 15, 1976
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Citation

Blackett, T. (1976a, June 15). The use of micro market testing in the evaluation of alternative promotional strategy . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/the-use-of-micro-market-testing-in-the-evaluation-of-alternative-promotional-strategy-