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Research papers

Creativity and accountability in international advertising research

Advertising research has always had two objectives: First, to help the creative person sharpen and improve the execution of strategic positioning and ideas. To help him push his imagination as far as the understanding of the consumer will permit....

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Lorenz C. Andersen
June 15, 1988

Research papers

Goelette II

Goelette II, which succeeds to Goelette I, is a sales forecasting system for dispatching at the time of each issue MARIE-CLAIRE Group magazines into the distribution network of the "Presse en France". The primary objective of the system is to keep an...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Authors: Gilbert Haas, Gilles Santini
November 25, 1987

Research papers

Using an integrated marketing data-base for women's weeklies in the Netherlands

In 1985 VNU was confronted with a rather sudden decline in the circulation of a large part of their magazines. As a matter of course the reaction was: try to find the reasons for this decline! In summer 1985 it was decided to start a comprehensive...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Author: John Rodenburg
November 25, 1987

Research papers

The use of high quality software and inexpensive apparatus for high tech research service

This paper describes a pragmatic approach to the adaptation of the very advanced market research systems implemented in the United States to the smaller markets which predominate in Europe. The research service we speak of is based on the use of...

Catalogue: ESOMAR Congress 1987
Author: Goos Eilander
Company: Burke, Inc.
September 1, 1987

Research papers

Visage

The French VIDEOTEX system TELETEL started operation in France some five years ago. There will soon be almost 3 million Minitel terminals in service. From its inception it was the intention to use this communication facility to conduct surveys....

Catalogue: Seminar 1987: Strategies For Service Management
Author: Jean Sousselier
June 15, 1987

Research papers

The impact of introducing a new TV audience measurement system

The following paper starts by describing the change of the Swiss media situation since the late seventies. As a consequence the system to measure TV-consumption did not suit the needs of media researchers and data users any longer. Therefore a new...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Herbert Furrer
June 15, 1986

Research papers

Electronic payment in Belgium: In search of a competitive equilibrium (French)

The present article will not attempt to present an exhaustive analysis on the problem, but rather to describe the situation of electronic payment in Belgium, where three networks are developing in parallel, and the strategy adopted by the Mister Cash...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Etienne Gaudissart
June 15, 1985

Research papers

The use of international online databases in competitive analysis

Online databases extend the researcher's range of sources so greatly that they cannot be ignored both as a tool in competitive analysis and as a means of keeping abreast of the world's literature on technical and business aspects of the...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Janet Matthews
February 27, 1985

Research papers

Electronic payment in Belgium: In search of a competitive equilibrium

The present article will not attempt to present an exhaustive analysis on the problem, but rather to describe the situation of electronic payment in Belgium, where three networks are developing in parallel, and the strategy adopted by the Mister Cash...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Etienne Gaudissart
February 3, 1985