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Research papers

Introduction

The subjects we discuss in this seminar influence major marketing decisions - but are still controversial. Simple, practical assumptions or theories govern most of our decisions in designing, testing and evaluating our marketing activities. But these...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Simon Broadbent
June 15, 1991
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Citation

Broadbent, S. (1991a, June 15). Introduction. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/introduction-3691


Research papers

Spending research money

What strategy should be adopted by researchers who want to help media planning? The traditional route has been to provide databases on media exposure, and these will continue to be required though their design, and access to them, could be improved....

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Simon Broadbent
June 15, 1984
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Citation

Broadbent, S. (1984a, June 15). Spending research money . ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/spending-research-money-


Research papers

Models of the effects of advertising

An aggregate, numerical model is proposed to assess the effects of advertising. It is intended as an aid to advertisers and to an advertising agency. The main decisions it assists are about the size and allocation over time of the advertising budget,...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Simon Broadbent
June 15, 1982
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Citation

Broadbent, S. (1982a, June 15). Models of the effects of advertising. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/models-of-the-effects-of-advertising


Research papers

Area tests and consumer surveys to measure advertising effectiveness

The problem considered here is the measurement of advertising effectiveness, especially when the results are to be used to help decide how much to spend and what media types to use. We have found two techniques useful: area tests; and consumer...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Susanna Segnit, Simon Broadbent
June 15, 1980
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Citation

Segnit and Broadbent (1980a, June 15). Area tests and consumer surveys to measure advertising effectiveness . ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness-


Research papers

Introduction

The book reproduces and comments on a selection of ESOMAR papers. They have been chosen to represent the most useful research methods and the most illuminating case histories.

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

Broadbent, S. (1980a, June 15). Introduction. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/introduction-1945


Research papers

European media research

Media research in different countries should be more similar than it is. The variety is due to the different scales on which research can be afforded and to the different media available for advertising and hence the incentives for commercial...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Simon Broadbent
March 1, 1979
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Citation

Broadbent, S. (1979a, March 01). European media research. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/european-media-research


Research papers

Clustering by product usage

Segmentation is one of several multivariate analysis methods which can be applied to market research data; it can be carried out in several ways. This paper discusses briefly some of the possible techniques. The purposes of segmentation which we have...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Simon Broadbent, Susanna Segnit
September 1, 1974
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Citation

Broadbent and Segnit (1974a, September 01). Clustering by product usage. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/clustering-by-product-usage


Research papers

Area tests and consumer surveys to measure advertising effectiveness

We have used in our agency two methods particularly for investigating the effectiveness of advertising campaigns. These are area tests and media questions on product surveys. The main object of this paper is to describe a case history in which both...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: Susanna Segnit, Simon Broadbent
September 1, 1970
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Citation

Segnit and Broadbent (1970a, September 01). Area tests and consumer surveys to measure advertising effectiveness. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness


Research papers

Can informant claims on product purchase made at an interview be used for media planning?

The purpose of the work upon which this paper is based was to examine the implications, for the immediate purposes of current media planning in the United Kingdom, of an important experiment reported to the ESOMAR-WAPOR Congress 1967. We owe a...

Catalogue: ESOMAR Congress 1968
Authors: Simon Broadbent, Peter B. Mooney
June 15, 1968
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Citation

Broadbent and Mooney (1968a, June 15). Can informant claims on product purchase made at an interview be used for media planning?. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/can-informant-claims-on-product-purchase-made-at-an-interview-be-used-for-media-planning-