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Research papers

The use of management information in media advertising

The paper sets out to examine the function of advertising for a retail organisation; the need to select the correct target audience at whom to direct it; the criteria for media selection; the creative approach and the subsequent measurement of...

Catalogue: Seminar 1974: Management Information For Retail Organisations
Author: John Hawthorne
April 1, 1974
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Citation

Hawthorne, J. (1974a, April 01). The use of management information in media advertising. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/the-use-of-management-information-in-media-advertising


Research papers

The contribution of qualitative research to the presidential campaign of Vicente Fox (Spanish)

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001
Authors: Guido Lara, Soledad Rojas
May 1, 2001
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Citation

Lara and Rojas (2001a, May 01). The contribution of qualitative research to the presidential campaign of Vicente Fox (Spanish). ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-research-to-the-presidential-campaign-of-vicente-fox-spanish-


Research papers

Some social applications of communication research

Within 'social research', as within 'market research', the functions of communication research are: I. to optimise the efficiency of specific communications; II. to assess the effects of communication acts.Its contributions are both direct and...

Catalogue: Seminar 1977: Social Research
Author: John M. Caffyn
December 1, 1977
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Citation

Caffyn, J. M. (1977a, December 01). Some social applications of communication research. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/some-social-applications-of-communication-research


Research papers

External communication and internal communications (French)

To illustrate what I mean here, let us take as an example the advertising campaign, entitled "The Bank of the Future, Your Future Bank,” conducted by Credit Lyonnais over the last six months. An advertising campaign was thus the first step, not...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: Bernard Normand
June 15, 1982
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Citation

Normand, B. (1982a, June 15). External communication and internal communications (French). ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/external-communication-and-internal-communications-french-


Research papers

Unusual research for unusual advertising

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Authors: Colin Pendry, Margaret Holmes
January 1, 1987
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Citation

Pendry and Holmes (1987a, January 01). Unusual research for unusual advertising. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/unusual-research-for-unusual-advertising


Research papers

Repositioning a brand to include the service element

This paper is designed to demonstrate the contribution of a major research programme on decisions about national and local communications policies as well as on the organization of field operations. The paper is subdivided in four parts. Part I...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Dick Hage
June 15, 1988
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Citation

Hage, D. (1988a, June 15). Repositioning a brand to include the service element. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/repositioning-a-brand-to-include-the-service-element


Research papers

The use of Telpex by creative men in an advertising agency

My paper especially deals with the second stage in the advertising cycle, "Creative development". When it is the researcher's job to assess rough campaigns in order to stimulate new creative ideas and eliminate creative errors. Telpex is the...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Günter Lott
June 1, 1966
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Citation

Lott, G. (1966a, June 01). The use of Telpex by creative men in an advertising agency. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/the-use-of-telpex-by-creative-men-in-an-advertising-agency


Research papers

Global advertising

Two opposing philosophies have divided the multinational advertising and marketing community. 1) There are certain universal consumer needs and values; therefore, it is possible to develop, a standardized advertising campaign in one market and export...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Peter Klein
June 15, 1990
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Citation

Klein, P. (1990a, June 15). Global advertising. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/global-advertising


Research papers

Comments on mr. Stapel's paper

Let me first of all express my sincere appreciation of Mr. Stapel's paper. I consider it to be a most valuable contribution to the subject we are dealing with at this seminar - not at least because of the important empirical material which is...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Erik Lohmann
June 15, 1967
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Citation

Lohmann, E. (1967a, June 15). Comments on mr. Stapel's paper. ANA - ESOMAR. Retrieved October 04, 2023, from


https://ana.esomar.org/documents/comments-on-mr-stapel-s-paper