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Research papers

Research into factors affecting mergers and takeovers

During a disputed takeover bid companies are faced with the problem of conducting a major communications campaign, directed at a wide variety of "audiences" who may each be influenced by different factors. Takeover "battles" usually last over a...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: M. Burrows, Michael D. Ryan
June 15, 1969
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Citation

Burrows and Ryan (1969a, June 15). Research into factors affecting mergers and takeovers. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/research-into-factors-affecting-mergers-and-takeovers


Research papers

The media-product survey is not a panacea!

The only variables which are taken into consideration in both media audience surveys and product market surveys are the socio-economic characteristics of the individuals in question. To define a target population for the purposes of an advertising...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Marcel Marc
June 15, 1969
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Citation

Marc, M. (1969a, June 15). The media-product survey is not a panacea!. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-media-product-survey-is-not-a-panacea-


Research papers

The media-product survey is not a panacea! (French)

The only variables which are taken into consideration in both media audience surveys and product market surveys are the socio-economic characteristics of the individuals in question. To define a target population for the purposes of an advertising...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Marcel Marc
June 15, 1969
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Citation

Marc, M. (1969a, June 15). The media-product survey is not a panacea! (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-media-product-survey-is-not-a-panacea-french-


Research papers

Is opinion leader and opinion follower identical person?

The classic two-step hypothesis was rejected by its creators. Subsequent studies have demonstrated shortcomings in the data on which the hypothesis was based. For one thing, the dichotomy of opinion leaders and followers was shown to be unfortunate...

Catalogue: ESOMAR Congress 1968
Author: Arthur Graham
June 15, 1968
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Citation

Graham, A. (1968a, June 15). Is opinion leader and opinion follower identical person?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/is-opinion-leader-and-opinion-follower-identical-person-


Research papers

Philip Morris uses research based sales promotion (French)

Sales promotion is an integral instrument and not just a minor advertising accessory. The paper presents a case history: The 1967 Sales Promotion Campaign conducted in France for Philip Morris by Bernard Krief Promotion The following phases will be...

Catalogue: ESOMAR Congress 1968
Author: Bernard Krief
June 15, 1968
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Citation

Krief, B. (1968a, June 15). Philip Morris uses research based sales promotion (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/philip-morris-uses-research-based-sales-promotion-french-


Research papers

Search for potential clients (French)

In 1967, 18% of housewives use MOUSPA, a household product launched in 1962. The commercial strategy of the Firm manufacturing MOUSPA is based on an expansion of the market for this product, while at the same time consolidating the positions it has...

Catalogue: ESOMAR Congress 1968
Author: Philippe Irrmann
Company: IFOP
June 15, 1968
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Citation

Irrmann, P. (1968a, June 15). Search for potential clients (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/search-for-potential-clients-french-


Research papers

Philip Morris uses research based sales promotion

Sales promotion is an integral instrument and not just a minor advertising accessory. The paper presents a case history: The 1967 Sales Promotion Campaign conducted in France for Philip Morris by Bernard Krief Promotion The following phases will be...

Catalogue: ESOMAR Congress 1968
Author: Bernard Krief
June 15, 1968
×

Citation

Krief, B. (1968a, June 15). Philip Morris uses research based sales promotion. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/philip-morris-uses-research-based-sales-promotion


Research papers

Search for potential clients

In 1967, 18% of housewives use MOUSPA, a household product launched in 1962. The commercial strategy of the Firm manufacturing MOUSPA is based on an expansion of the market for this product, while at the same time consolidating the positions it has...

Catalogue: ESOMAR Congress 1968
Author: Philippe Irrmann
Company: IFOP
June 15, 1968
×

Citation

Irrmann, P. (1968a, June 15). Search for potential clients. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/search-for-potential-clients


Research papers

Some people are more equal than others

I want to express my concern that we should avoid at all costs the error of supposing that advertising only works one way and that the best way to communicate with people and motivate them to action is constant between people and between situations....

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Julia Ann Burdus
June 15, 1967
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Citation

Burdus, J. (1967a, June 15). Some people are more equal than others. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/some-people-are-more-equal-than-others