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Research papers

The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising

This paper summarises a market research programme that was carried out before, during and after the Martini 'Wonderful World' promotion in England in the spring of 1975. In our experience it is all too often true that promotional material is...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: Michael J. Franklin, David Wilding
June 15, 1976
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Citation

Franklin and Wilding (1976a, June 15). The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising . ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/the-use-of-market-research-as-positive-aid-to-improving-promotional-strategy-execution-and-evaluation-within-a-total-communication-concept-and-specifically-in-relation-to-advertising-


Research papers

At least sixty percent of promotion material is wasted!

Our study was based on representative samples of important groups of the food trade: 50 interviews among wholesale companies: 50 interviews among central offices of chains and 333 interviews among retailers with an annual sales volume of DM 200.000...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Wolfgang Schaefer
Company: Schaefer market research GmbH
June 15, 1976
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Citation

Schaefer, W. (1976a, June 15). At least sixty percent of promotion material is wasted!. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/at-least-sixty-percent-of-promotion-material-is-wasted-


Research papers

The use of micro market testing in the evaluation of alternative promotional strategy

This paper reviews Mini-Test Market experience in the field of consumer promotions testing and concludes that pre-evaluation of alternative promotions or indeed of any alternative marketing action needs a valid test method which in turn offers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Tom Blackett
June 15, 1976
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Citation

Blackett, T. (1976a, June 15). The use of micro market testing in the evaluation of alternative promotional strategy . ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/the-use-of-micro-market-testing-in-the-evaluation-of-alternative-promotional-strategy-


Research papers

Recent trends and future considerations for the promotions industry

In considering what might happen to the promotions industry in the future, it is essential to go back to the latter part of 1973 at the start of the economic crisis and continuing period of difficult marketing and trading conditions. It is important...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Michael J. Franklin
June 15, 1976
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Citation

Franklin, M. J. (1976a, June 15). Recent trends and future considerations for the promotions industry . ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/recent-trends-and-future-considerations-for-the-promotions-industry-


Research papers

Utilization of the Nielsen panel for evaluation of promotions

In starting to write this paper, I had some doubts: "Should I really talk to an Assembly of Researchers and Professionals of the Promotion about distribution checks, consumer sales and other basic items?" A short review of a few dozens of promotion...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Pierre Strauch
Company: Nielsen
June 15, 1976
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Citation

Strauch, P. (1976a, June 15). Utilization of the Nielsen panel for evaluation of promotions . ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/utilization-of-the-nielsen-panel-for-evaluation-of-promotions-


Research papers

Promotion and the retailer

ESOMAR has asked me to make some comments on "Promotion and the Retailer". In short I was to face you as a retailer and present you with some personal experiences and comments on the subject of promotions. So far so good. When I read the papers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: K. J. L. Alberdingk Thijm
June 1, 1976
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Citation

Alberdingk Thijm, K. J. (1976a, June 01). Promotion and the retailer. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/promotion-and-the-retailer


Research papers

The state of the art

This paper seeks to show what kind of marketing objectives promotions are able to achieve and how the researcher can help the marketer in defining promotional goals and measuring the results.

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Yves Castagnol
June 15, 1975
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Citation

Castagnol, Y. (1975a, June 15). The state of the art. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/the-state-of-the-art


Research papers

Psychological problems relative to the coordination and gathering the efforts of leaders in the woman's ready-to-wear field

The purpose of this paper is to contribute to the investigation made on the specific problems the creatives and executives of promotional strategy have met for several years in the woman's ready-to-wear market. The operation "Style and Way of Living"...

Catalogue: Seminar 1974: Fashion, Research And Marketing
Author: A. Crépy
December 4, 1974
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Citation

Crépy, A. (1974a, December 04). Psychological problems relative to the coordination and gathering the efforts of leaders in the woman's ready-to-wear field. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/psychological-problems-relative-to-the-coordination-and-gathering-the-efforts-of-leaders-in-the-woman-s-ready-to-wear-field


Research papers

Opening of the seminar

These trends have led retailers to assume more of the marketing functions previously undertaken by manufacturers. Retailers are encouraging store rather than brand loyalty through promotional and media expenditure, through own label brands and...

Catalogue: Seminar 1974: Management Information For Retail Organisations
Author: Martin Simmons
April 1, 1974
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Citation

Simmons, M. (1974a, April 01). Opening of the seminar. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/opening-of-the-seminar