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Research papers

A car is like a box of frosted flakes

Ehrenberg and Jones argue convincingly that advertising effects are weak, yet the Jones single-source analysis finds a single exposure can strongly influence which brand is purchased. This seeming conflict is resolved by "recency," the idea that...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Erwin Ephron
June 15, 1996
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Citation

Ephron, E. (1996a, June 15). A car is like a box of frosted flakes. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-car-is-like-a-box-of-frosted-flakes


Research papers

Researching the future of communications in the UK

The social and technological changes which are under way in Britain, as in most developed countries, have direct implications for commerce and government. The increasing ease of access to new information technologies may well lead to radically...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Michael Svennevig, David E. Morrison, Sheila Byfield, Robert Towler
June 15, 1996
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Citation

Svennevig, Morrison, Byfield and Towler (1996a, June 15). Researching the future of communications in the UK. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/researching-the-future-of-communications-in-the-uk


Research papers

Is size important?

This paper examines the financial, economic and market forces that are currently driving change within the auto retailing industry and analyses the likely developments in multi-franchising in Europe to the end of the century. The US has tended to...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Authors: Peter Boden, Martin Clarke
June 15, 1996
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Citation

Boden and Clarke (1996a, June 15). Is size important?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/is-size-important-


Research papers

You've never had it so bad?

This paper examines the ways in which recent experience of various forms of economic adversity during the recession of the 1990's has impacted upon consumer behaviour and attitudes towards financial organisations. The results of this assessment have...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance
Authors: Crispian Tarrant, Ian Stevens
May 1, 1996
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Citation

Tarrant and Stevens (1996a, May 01). You've never had it so bad? . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/you-ve-never-had-it-so-bad-


Research papers

Beyond recognition scores

The following contribution should demonstrate that new technologies allow us to exploit large data bases to a greater benefit. As an example we should look at a data set of advertising recognition scores, collected over a period of time. Normally it...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Rolf Speetzen
November 1, 1995
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Citation

Speetzen, R. (1995a, November 01). Beyond recognition scores. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/beyond-recognition-scores


Research papers

Quality of television publicity impacts

This paper is devided in five chapters. The first one us dedicated to the enourmous contribution of Rating TV adversiting audience, mainly through its quantifing relation. Nevertheless, we should point out that this methodology provides straithgt...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Ricardo Romero de Tejada
June 15, 1995
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Citation

de Tejada, R. R. (1995a, June 15). Quality of television publicity impacts. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/quality-of-television-publicity-impacts


Research papers

What has technology wrought?

This paper takes the view that it is not fanciful to think of computers as a new breed, one that has inhabited the spaces between us and that has woven a global community out of the most fragmented and far-flung colonies. If that is not fanciful,...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Author: Hazel Kahan
June 15, 1995
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Citation

Kahan, H. (1995a, June 15). What has technology wrought?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/what-has-technology-wrought-


Research papers

All wired up and ready to go?

This paper reviews the underlying societal and marketing changes that are occurring as a result of the new interactive network culture, explores the structure of the interactive-world and examines how market research is currently responding and the...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Author: David Pring
June 15, 1995
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Citation

Pring, D. (1995a, June 15). All wired up and ready to go?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/all-wired-up-and-ready-to-go-


Research papers

Through the looking glass

The paper describes a case study carried out in 1994 to examine the potential for a number of new possible line extensions (formulations) of an existing product. Management required an extremely accurate forecast of the likely impact of the new forms...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Raf De Wilde, Alan J. Bowditch, Simon Fitall
June 1, 1995
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Citation

De Wilde, Bowditch and Fitall (1995a, June 01). Through the looking glass. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/through-the-looking-glass