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Research papers

Reducing promotion costs

The purpose of this paper is to show that frequently the biggest variables in the effectiveness of a communication campaign with doctors are the message and creative concept. It will attempt to show that heavy expenditure on a campaign does not...

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing
Authors: Colin N. Maitland, J. Vanamali
June 15, 1979
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Citation

Maitland and Vanamali (1979a, June 15). Reducing promotion costs. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/reducing-promotion-costs


Research papers

The gap study

This paper reports the advertising strategies developed by Foote, Cone & Belding, based on the Group Attitude Profile Study done by our client, the First National Bank of Chicago. In 1971-72, the Bank undertook one of the most extensive consumer...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment
Author: Lynne O'Shea
June 15, 1979
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Citation

O'Shea, L. (1979a, June 15). The gap study. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-gap-study


Research reports

Qualitative research into buying and serving packet soup

Knorr is proposing changing its brand to a 1-pintoffering, both to exploit this trend and to avoid a progressive loss of relevance in the market. The primary aim of the research was to gauge theimportance of the 1-pint size vis a vis otherfactors...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1979
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Citation

, C. (1979a, March 01). Qualitative research into buying and serving packet soup. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-buying-and-serving-packet-soup


Research papers

Should multi-country advertising research be universal or unique?

Every time we are asked to do cross-national advertising research, we must worry about comparability of data across countries. Unfortunately, we still do not know the situations and conditions under which we can clearly justify a universal approach...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Jagdish N. Sheth
March 1, 1979
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Citation

Sheth, J. N. (1979a, March 01). Should multi-country advertising research be universal or unique?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/should-multi-country-advertising-research-be-universal-or-unique-


Research papers

Internationalizing marketing research

This treatise concerns the trending European-United States research environment and the inherent opportunity to internationalize marketing research practices. The first half addresses key factors drawing Europe and the United States closer together...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: John G. Keane
March 1, 1979
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Citation

Keane, J. G. (1979a, March 01). Internationalizing marketing research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/internationalizing-marketing-research


Research papers

The use of survey data in the decision making process

This paper concentrates on the role of social survey researchers as middle man between the citizen and government in this information interface. It draws attention to some of the factors, from both sides, affecting the quality of survey material, and...

Catalogue: Seminar 1978: Social Research in the Public Sector
Author: Jean A. Todd
December 1, 1978
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Citation

Todd, J. A. (1978a, December 01). The use of survey data in the decision making process. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-use-of-survey-data-in-the-decision-making-process


Research papers

The decline of the birth rate and its influence on marketing to the younger generation

This paper is intended to draw attention to the consequences of a declining birth rate, which is present in almost every industrialised country today. In drawing conclusions, one has to consider the difficulty of predicting the birth rate, i.e. the...

Catalogue: Seminar 1978: Researching Children
Author: Rolf Speetzen
October 1, 1978
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Citation

Speetzen, R. (1978a, October 01). The decline of the birth rate and its influence on marketing to the younger generation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-decline-of-the-birth-rate-and-its-influence-on-marketing-to-the-younger-generation


Case studies

Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France (French)

In October 1975 Gillette decided to enter the low- cost end of the market with a model retailing known as the "TEMPO Junior". In terms of writing performance, the "Stylon" and "Junior" models meet the same standards and are differentiated only by...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Nicole De Ferran, Jean-Louis Laborie
September 1, 1978
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Citation

De Ferran and Laborie (1978a, September 01). Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France (French). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/market-position-of-the-tempo-stylon-tempo-junior-felt-pens-in-relation-to-their-main-competitors-in-france-french-


Case studies

Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France

In October 1975 Gillette decided to enter the low- cost end of the market with a model retailing known as the "TEMPO Junior". In terms of writing performance, the "Stylon" and "Junior" models meet the same standards and are differentiated only by...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Jean-Louis Laborie, Nicole De Ferran
September 1, 1978
×

Citation

Laborie and De Ferran (1978a, September 01). Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/market-position-of-the-tempo-stylon-tempo-junior-felt-pens-in-relation-to-their-main-competitors-in-france-