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Research papers

Advertisement post tests in magazines

This paper describes the methods of measuring the effectivity of ads in print media after their insertion, in the competitive environment . The traditional methods for measuring physical contacts are recognition and recall. A discussion of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Eva Maria Hess
Company: Media Markt Analysen GmbH & Co. KG
March 1, 1976

Research papers

New product research

This paper concerns itself with two major areas of New Product Research. Firstly some of the causes of high new product failure rate are discussed. These are attributed partly to political pressures within marketing teams and partly to the inadequacy...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Edward R. Tomlin
September 1, 1974

Research papers

Report-back from working group III

There were four main points which emerged: 1. Disagreement with the view that "a brand is never the same after a price-off promotion"; 2. The need to define clearly the objectives of a particular promotion; 3. A discussion of the merits of...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Elizabeth Fallaw
June 15, 1971

Research papers

A pre-test procedure which works

A communication model based upon exposure, information transmission and attitude change is proposed. Particularly the information transmission is dealt with in connection with a campaign for the Danish Railroads. This campaign has as its main purpose...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Erik Bache, Flemming Hansen
Company: AIM Create
August 1, 1975

Research papers

Experiments in comparative content of copy-test

Let list all the copy-test methods which we Included in our research programme. One of the methods has been used since 1961 in our agency, the other tests are such offered by market research institutes as standardised methods. The tests described in...

Catalogue: ESOMAR Congress 1964
Author: Heinz Alpers
September 7, 1964

Research papers

Refining methods in advertising research

The subject of this paper is the basic research on the measurement of the effect of advertising on purchasing probability at the pre- and post-test stage for all media advertising which IVE has been carrying out systematically over the last eight...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Astrid Carl-Zeep, Arthur Juchems
August 22, 1971

Research papers

Influence of method by measuring identification and image of advertisements

After lasting preliminary studies, since January 1962 the Research Institute of the "Schweizerische Gesellschaft fllr Marktforschung" is carrying out a periodical post-testing survey, the GfM-TREND. Thus, till now about 30 ,000 interviews have been...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Peter Smolensky
June 15, 1965

Research papers

Concept testing in the post-launch phase

There is probably very little early post-launch research in the life of a new product which is true concept testing. An informal analysis is made in this paper of the kinds of situation in which a company might feel that post-launch concept research...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: P. C.M. Hamblin
March 1, 1975

Research papers

Post-testing and pre-testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pre-test advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jan Stapel
Company: NIPO
June 15, 1967