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Research papers

Problems of advertising research on a new product

Is not yet sufficiently clear that where research and advertising activity are integrated in the desired way, the creative man will not be afraid of suggesting new and effective ways of using the initial results of research, trusting the reliability...

Catalogue: The European Marketing Research Review 1967
Author: Edoardo T. Brioschi
August 1, 1967
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Citation

Brioschi, E. T. (1967a, August 01). Problems of advertising research on a new product. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/problems-of-advertising-research-on-a-new-product


Research papers

Towards making better new product ads

This paper reviews several recently-published studies, all of which provide practitioners with some research-based guidelines on how to make more effective new product advertising. These studies begin to fill a gap which has existed in the otherwise...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: David W. Olson
June 15, 1985
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Citation

Olson, D. W. (1985a, June 15). Towards making better new product ads. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/towards-making-better-new-product-ads


Research papers

Market research in the development of advertising for new products

I must tread warily therefore in addressing a gathering of distinguished market researchers on their own subject. So in dealing with the use of market research in the development of advertising for new products, I certainly do not intend to discuss...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: John C. Dunkley
June 1, 1966
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Citation

Dunkley, J. C. (1966a, June 01). Market research in the development of advertising for new products. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/market-research-in-the-development-of-advertising-for-new-products


Research papers

The difficulties and practicalities of advertising testing amongst doctors

This short paper is an attempt to outline some considerations, approaches and problems found in researching advertisements aimed at influencing doctors, particularly drawing attention to those problems which occur in new product advertisements....

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: Colin N. Maitland
March 1, 1975
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Citation

Maitland, C. N. (1975a, March 01). The difficulties and practicalities of advertising testing amongst doctors. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/the-difficulties-and-practicalities-of-advertising-testing-amongst-doctors


Research papers

Advertising and promotional policy and research on its effectiveness

The subject here is a newspaper, treated not as an advertising medium but as a product to be promoted. The approach is simple and down to earth. The whole cycle is described, from a description of the product and its users to the determination of...

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

Riesco, B. (1980a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/advertising-and-promotional-policy-and-research-on-its-effectiveness-


Research papers

Validation of copy: Testing measures based on in-market performance

This paper will describe a project recently undertaken in the United States to attempt to validate some commonly used copy testing measures. New Product commercials were chosen for study for two reasons: 1. in their own right, they represent a...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: David W. Olson
June 15, 1984
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Citation

Olson, D. W. (1984a, June 15). Validation of copy: Testing measures based on in-market performance. ANA - ESOMAR. Retrieved March 23, 2023, from


https://ana.esomar.org/documents/validation-of-copy-testing-measures-based-on-in-market-performance