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Research papers

Will retailers allocate manufacturers' budgets

The budgetary allocation of many product groups is made long before the responsible advertising managers have decided on the allocation of sales promotion and advertising expenditures. This is the case with branded articles. With such goods both...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Georg Gramse
June 14, 1978
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Citation

Gramse, G. (1978a, June 14). Will retailers allocate manufacturers' budgets . ANA - ESOMAR. Retrieved October 16, 2024, from


https://ana.esomar.org/documents/will-retailers-allocate-manufacturers-budgets-


Research papers

Setting advertising appropriations

This paper shows how a number of advertisers currently set advertising appropriations; examines alternative methods designed to guide the decision making process; and cites more case histories to indicate the implications of given budget levels in...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald Eva
June 14, 1978
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Citation

Eva, G. (1978a, June 14). Setting advertising appropriations. ANA - ESOMAR. Retrieved October 16, 2024, from


https://ana.esomar.org/documents/setting-advertising-appropriations


Research papers

The contribution of research to the planning, budgeting and evaluation of below-the-line activity

In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: David Lowe-Watson
Company: ESSO
June 15, 1971
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Citation

Lowe-Watson, D. (1971a, June 15). The contribution of research to the planning, budgeting and evaluation of below-the-line activity . ANA - ESOMAR. Retrieved October 16, 2024, from


https://ana.esomar.org/documents/the-contribution-of-research-to-the-planning-budgeting-and-evaluation-of-below-the-line-activity-


Research papers

An international approach to data processing for media selection

The paper deals with the formation and development of the MAP Service, which is a data analysis service for campaign/media planning, available to all members of the London Press Exchange Group, for both their national and international clients...

Catalogue: ESOMAR Congress 1968
Author: Peter Masson
June 15, 1968
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Citation

Masson, P. (1968a, June 15). An international approach to data processing for media selection. ANA - ESOMAR. Retrieved October 16, 2024, from


https://ana.esomar.org/documents/an-international-approach-to-data-processing-for-media-selection