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Research papers

Maximising the effectiveness of direct response television advertising

Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing. It is in the interests of all to try to ensure the medium is used with maximum efficiency. This study merges two sets of data, the audience to DRTV commercials...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Richard Fielding, Hugh Johnson
June 15, 1995
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Citation

Fielding and Johnson (1995a, June 15). Maximising the effectiveness of direct response television advertising. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/maximising-the-effectiveness-of-direct-response-television-advertising


Research papers

Broadcast sponsorship: The viewers' views

Britain has had commercial TV for almost forty years. The ’bargain’ with viewers - free TV for spot advertising - works well for Advertisers, and Research shows is very acceptable to viewers. Five years ago the commercial Broadcasters were...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Ivor Millman
June 15, 1995
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Citation

Millman, I. (1995a, June 15). Broadcast sponsorship: The viewers' views. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/broadcast-sponsorship-the-viewers-views


Research papers

Marketing and public relations

This paper is concerned with interrelations between public relations and marketing. This relationship has always been ambiguous and controversial. The chief controversy hinges around delineating the respective roles of the two functions. Both...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Philip Kitchen, Danny Moss
June 15, 1995
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Citation

Kitchen and Moss (1995a, June 15). Marketing and public relations. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/marketing-and-public-relations


Research papers

An experimental enquiry into sponsoring

At the Copenhagen Business School we have been running a research project concerned with sponsoring since the late eighties. In the present paper some conclusions and some late findings from this programme are presented.

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Flemming Hansen, Lene Scotwin
Company: KANTAR TNS Malaysia
March 15, 1995
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Citation

Hansen and Scotwin (1995a, March 15). An experimental enquiry into sponsoring . ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/an-experimental-enquiry-into-sponsoring-