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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
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Citation

Alpers, H. (1964a, September 07). Experiments in comparative content of copy-test. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/experiments-in-comparative-content-of-copy-test


Research papers

Setting targets in advertising research

In this paper I have presented some of the first results of a systematic analysis of data which has been collected as part of a continuing survey to measure advertising communication. The results have been confined to measurements taken at a single...

Catalogue: ESOMAR Congress 1964
Author: Timothy Joyce
June 15, 1964
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Citation

Joyce, T. (1964a, June 15). Setting targets in advertising research. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/setting-targets-in-advertising-research


Research papers

The intelligent use of psychology in marketing

The main purpose of this paper is to encourage a reassessment of the contribution psychologists are making and could make to the marketing process. It is probably unwise to generalise about the function of psychologists in various countries and most...

Catalogue: ESOMAR Congress 1964
Author: Julia Ann Burdus
June 15, 1964
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Citation

Burdus, J. (1964a, June 15). The intelligent use of psychology in marketing. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/the-intelligent-use-of-psychology-in-marketing


Research papers

A new model for a business game

In the realm of simulation techniques one must consider a certain number of objectives, fields of application, and methods. The principal objectives of such games are, to give individual attention to the formation of future decision-makers, to...

Catalogue: ESOMAR Congress 1964
Author: Guy Serraf
June 15, 1964
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Citation

Serraf, G. (1964a, June 15). A new model for a business game. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/a-new-model-for-a-business-game


Research papers

A method of evaluating advertising penetration

The title of this expose might possibly be misleading as it does not concern an entirely new method of measuring advertising penetration by some simple formula. It is concerned rather with a process of analysis, using as a basis information which in...

Catalogue: ESOMAR Congress 1964
Author: Claude Matricon
June 15, 1964
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Citation

Matricon, C. (1964a, June 15). A method of evaluating advertising penetration. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/a-method-of-evaluating-advertising-penetration


Research papers

Applications of operations research to the optimal determination of advertising budgets

If we consider th.at O.R. is becoming, day by day, a more and more important subject in advertising magazines and congresses, we can say that the interest in this discipline is spreading successfully also among advertising people. For this reason...

Catalogue: ESOMAR Congress 1964
Author: Gilberto Valentini
June 15, 1964
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Citation

Valentini, G. (1964a, June 15). Applications of operations research to the optimal determination of advertising budgets. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/applications-of-operations-research-to-the-optimal-determination-of-advertising-budgets


Research papers

The sentient ecosystem

This paper treats the marketing activity as a system which relates the producer and his market. Cyberneticians call this an ecosystem, a. word which is a contraction of the phrase ‘ecological system'. Ecology is that branch of biology which...

Catalogue: ESOMAR Congress 1964
Author: Stafford Beer
June 15, 1964
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Citation

Beer, S. (1964a, June 15). The sentient ecosystem. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/the-sentient-ecosystem


Research papers

Psycho-technology and consumer research

Psycho-technology derives from the practical needs of modern engineering. Similar needs for similar reasons exist in other parts of modem culture and therefore these needs operate also in marketing and for the consumer. Three implications from...

Catalogue: ESOMAR Congress 1964
Author: Jack G. Field
June 15, 1964
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Citation

Field, J. G. (1964a, June 15). Psycho-technology and consumer research. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/psycho-technology-and-consumer-research


Research papers

Marketing research in the pharmaceutical industry throughout the world

The pharmaceutical industry is one of the hard-to-classify, unique industries, which does not properly belong strictly to the industrial group, nor can its products be considered as consumer items. Drugs are promoted to one group, the physicians,...

Catalogue: ESOMAR Congress 1964
Author: Alberta R. Edwards
June 15, 1964
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Citation

Edwards, A. R. (1964a, June 15). Marketing research in the pharmaceutical industry throughout the world. ANA - ESOMAR. Retrieved December 12, 2024, from


https://ana.esomar.org/documents/marketing-research-in-the-pharmaceutical-industry-throughout-the-world