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Research papers

In which terms is the problem of media planning set today? (French)

Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Jean Francois Canguilhem
September 1, 1974
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Citation

Canguilhem, J. F. (1974a, September 01). In which terms is the problem of media planning set today? (French). ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/in-which-terms-is-the-problem-of-media-planning-set-today-french-


Research papers

In which terms is the problem of media planning set today?

Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Jean Francois Canguilhem
September 1, 1974
×

Citation

Canguilhem, J. F. (1974a, September 01). In which terms is the problem of media planning set today?. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/in-which-terms-is-the-problem-of-media-planning-set-today-


Research papers

Application of a new theory to allow a better definition, control and measurement of advertising strategies

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done.2....

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Marc Vincent
November 28, 1973
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Citation

Vincent, M. (1973a, November 28). Application of a new theory to allow a better definition, control and measurement of advertising strategies. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/application-of-a-new-theory-to-allow-a-better-definition-control-and-measurement-of-advertising-strategies


Research papers

Can research join in the creative process?

In this paper we are presenting a view of what is for us so far the best approach to research in the creative process. We are doing this because we believe there may be many others who work in the same way as we do, more or less by instinct. It may...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: Robin T. J. Tuck, Jill Firth
November 28, 1973
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Citation

Tuck and Firth (1973a, November 28). Can research join in the creative process?. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/can-research-join-in-the-creative-process-


Research papers
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Citation

Cowan, D. (1973a, June 15). Comments on the third session and on the conference in general. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/comments-on-the-third-session-and-on-the-conference-in-general


Research papers

From research to creation

The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Henri Joannis
June 15, 1973
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Citation

Joannis, H. (1973a, June 15). From research to creation. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/from-research-to-creation


Research papers

The development of advertising for Martini in the UK

The purpose of this paper is to define the process which led to the development of the Martini campaign and identify the problems involved in the use of market research at each stage

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: David Wilding
June 15, 1973
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Citation

Wilding, D. (1973a, June 15). The development of advertising for Martini in the UK. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/the-development-of-advertising-for-martini-in-the-uk


Research papers

Summary of the 2nd day's proceedings

The author summarises the most interesting series of papers and discussions of the 2nd day of the ESOMAR Seminar "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Francis Harmar Brown
June 15, 1973
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Citation

Harmar Brown, F. (1973a, June 15). Summary of the 2nd day's proceedings . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/summary-of-the-2nd-day-s-proceedings-


Research papers

Juridical and institutional marketing framework

In addition to this survey on legal regulations for advertising, the marketing concept is relatively a new branch in Yugoslavia and therefore there are still not any special legal regulations neither for the advertising nor for other respective...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Julije Drasinover
June 15, 1973
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Citation

Drasinover, J. (1973a, June 15). Juridical and institutional marketing framework. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/juridical-and-institutional-marketing-framework