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Research papers

Evaluating commercial communication effectiveness

The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Carlos Harding
Company: Ipsos MRBI
June 15, 1995
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Citation

Harding, C. (1995a, June 15). Evaluating commercial communication effectiveness. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/evaluating-commercial-communication-effectiveness


Research papers

Simulated test markets

Simulated test markets (STM's) have developed extensively over the last 20 years; geographically, across product categories and at different levels of product development, i.e. from concept board to final marketing mix. Essentially all STM's...

Catalogue: ESOMAR Congress 1988
Authors: Carlos Harding, Bernard Nacher
September 1, 1988
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Citation

Harding and Nacher (1988a, September 01). Simulated test markets. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/simulated-test-markets-3246


Research papers

Understanding consumer values

As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Chris Macrae, Carlos Harding
June 15, 1988
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Citation

Macrae and Harding (1988a, June 15). Understanding consumer values. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/understanding-consumer-values


Research papers

Assessor

With 10 years of use and 500 applications, ASSESSOR has enriched its capabilities as a model structure, has incorporated quite a few decision aids and is delivering experience data base services. The model is a simultaneous system which structures...

Catalogue: Seminar 1983: New Product Development
Authors: Jacques Blanchard, Carlos Harding
October 2, 1983
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Citation

Blanchard and Harding (1983a, October 02). Assessor . ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/assessor-