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Research papers

The recognition and systematic study of phenomena of diffusion or contagion

In the times in which we live, there is perhaps no problem so fundamental, and which yet is so little taken into account in marketing research, as that of the effects of personal communication in all its diverse forms. While the idea of the existence...

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

Vincent, M. (1980a, June 15). The recognition and systematic study of phenomena of diffusion or contagion . ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/the-recognition-and-systematic-study-of-phenomena-of-diffusion-or-contagion-


Research papers

Introduction

The book reproduces and comments on a selection of ESOMAR papers. They have been chosen to represent the most useful research methods and the most illuminating case histories.

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

Broadbent, S. (1980a, June 15). Introduction. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/introduction-1945


Research papers

High ratings can be wrong

This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised -...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Sue Stoessl, John Clemens
March 1, 1979
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Citation

Stoessl and Clemens (1979a, March 01). High ratings can be wrong. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/high-ratings-can-be-wrong


Research papers

Transforming poster sites into a measurable advertising medium

The results of the poster research described in this paper have been important in helping Australian marketing and media managers judge the cost-effectiveness of outdoor advertising campaigns, where formerly, they lacked the necessary information....

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: David T. Bottomley
September 1, 1978
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Citation

Bottomley, D. T. (1978a, September 01). Transforming poster sites into a measurable advertising medium. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/transforming-poster-sites-into-a-measurable-advertising-medium


Research papers

Values for money

The London Transport Executive is a very important media owner. Gallup, who had previously worked with the LTE on commercial evaluation of posters, was asked if it could assess the extent to which posters shocked or offended the public. A form of...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Norman L. Webb
Company: Gallup International Association
September 1, 1978
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Citation

Webb, N. L. (1978a, September 01). Values for money . ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/values-for-money-


Research papers

The changing role of advertising campaigns in French market

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Sylvère Piquet
June 14, 1978
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Citation

Piquet, S. (1978a, June 14). The changing role of advertising campaigns in French market . ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/the-changing-role-of-advertising-campaigns-in-french-market-


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 30, 2024, from


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


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 April 30, 2024, from


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


Research papers

Some thoughts of the past

I am going to talk in a discursive way about a number of points that have occurred to me in connection with the various papers that have been presented to this seminar.

Catalogue: Seminar 1978: The Business Of Advertising
Author: John Treasure
June 1, 1978
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Citation

Treasure, J. (1978a, June 01). Some thoughts of the past. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/some-thoughts-of-the-past