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Research papers

Area tests and consumer surveys to measure advertising effectiveness

We have used in our agency two methods particularly for investigating the effectiveness of advertising campaigns. These are area tests and media questions on product surveys. The main object of this paper is to describe a case history in which both...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: Susanna Segnit, Simon Broadbent
September 1, 1970
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Citation

Segnit and Broadbent (1970a, September 01). Area tests and consumer surveys to measure advertising effectiveness. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness


Research papers

The practical application of package-goods marketing to international travel

It has often been suggested that marketing in the service trades bears no relation to conventional package goods. However, to give one example, there is considerable evidence that the most successful operators in the tourist industry in recent years...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: John R. Williams, Alan Wolfe
Company: Ogilvy
September 1, 1970
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Citation

Williams and Wolfe (1970a, September 01). The practical application of package-goods marketing to international travel. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-practical-application-of-package-goods-marketing-to-international-travel


Research papers

How to determine the optimum screening frequency of a movie commercial

The ensuing report deals with the film as an advertising media (movie commercial). It describes a basic experiment thanks to which it was possible, using only a minimum of data, to define and elucidate the phenomenon involved in a movie commercial 's...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: A. Morgensztern
August 1, 1967
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Citation

Morgensztern, A. (1967a, August 01). How to determine the optimum screening frequency of a movie commercial. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-to-determine-the-optimum-screening-frequency-of-a-movie-commercial


Research papers

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/measuring-the-competitive-effect-of-advertising-on-buying-behaviour-with-the-marketing-match-model


Research papers

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model (French)

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
×

Citation

Agostini and Steinberg (1966a, September 01). Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/measuring-the-competitive-effect-of-advertising-on-buying-behaviour-with-the-marketing-match-model-french-