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Research papers

Advocacy advertising as a strategy of corporate external communications

Advocacy advertising is a subset of corporate institutional advertising and is concerned with the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the position and interest of the...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: S. Prakash Sethi
June 15, 1981
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Citation

Sethi , S. (1981a, June 15). Advocacy advertising as a strategy of corporate external communications. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advocacy-advertising-as-a-strategy-of-corporate-external-communications


Research papers

Communication or persuasion?

Advertising hasn't a purely informative role. I think we have to accept that in many fields its persuasive role is important - particularly in advertising on social issues. At the same time the real value of advertising lies within the concept of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Julia Ann Burdus
June 15, 1981
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Citation

Burdus, J. (1981a, June 15). Communication or persuasion?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/communication-or-persuasion-


Research papers

One model of advertising and communications research with applications for all

This paper describes a model of consumer behavior using a combination of evoked brand sets and multi-attribute techniques that not only predict how considers make their decisions, but provide data that can be used by corporate decision makers.

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Harry E. Heller
June 15, 1981
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Citation

Heller, H. (1981a, June 15). One model of advertising and communications research with applications for all. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/one-model-of-advertising-and-communications-research-with-applications-for-all


Research papers

Internal communications within Dunlop

The paper reports on the findings of a survey undertaken among a UK based sample of Dunlop employees with a view to evaluating internal communications within the company. The specific objectives of the survey were to discover: 1) Attitudes towards...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Kingston P. Pratt
June 15, 1981
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Citation

Pratt, K. P. (1981a, June 15). Internal communications within Dunlop. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/internal-communications-within-dunlop


Research papers

Teen talk: A foreign language?

Young people tend to use advertising quite differently to their elders. They represent a generation which has grown up with increasing exposure to a range of media, which are in their turn becoming ever more sophisticated. The observations in this...

Catalogue: Seminar 1980: Children And Young People
Authors: Mike Sargent, Vivienne Mandel
June 15, 1980
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Citation

Sargent and Mandel (1980a, June 15). Teen talk: A foreign language?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/teen-talk-a-foreign-language-


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

How to communicate with your programmer

The users of management information systems and the designers and programmers of such systems live in different worlds; they have different backgrounds, skills and motivations. As a result communication between the two groups can be difficult....

Catalogue: Seminar 1980: Information Systems In Action
Author: Richard W. Hill
Company: Nielsen
June 15, 1980
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Citation

Hill, R. W. (1980a, June 15). How to communicate with your programmer. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-to-communicate-with-your-programmer


Research papers

Communicating road safety procedures to children

The paper demonstrates the important role research can play in the development of an advertising campaign aimed at children. Following increasing concern about the safety of children on the roads, a detailed set of procedures to guide children across...

Catalogue: Seminar 1980: Children And Young People
Authors: Stephen Ellis, Ned Scott
Company: Ogilvy
June 15, 1980
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Citation

Ellis and Scott (1980a, June 15). Communicating road safety procedures to children. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/communicating-road-safety-procedures-to-children


Research papers

Experiments in copy-testing

This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is...

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

Alpers, H. (1980a, June 15). Experiments in copy-testing. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/experiments-in-copy-testing