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Research papers

The application of research in the planning and evaluation of road safety publicity

This paper reviews a programme of research studies carried out on behalf of the UK Department of the Environment to evaluate the effectiveness of major publicity campaigns aimed at promoting road safety in general and the use of seat belts by...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Authors: Gerry E. Levens, Emer Rodnight
September 1, 1973

Research papers

Research papers

Prediction techniques for advertising & circulation

This paper discusses the uses of a number of forecasting techniques that have been investigated within IPC Magazines. Forecasts are required as part of one or more of the company's various planning processes which range from long term (up to five...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: David Nicol
June 15, 1972

Research papers

Advertising and promotional policy and research on its effectiveness

This talk is not meant merely for scientific research people, but rather for planners In marketing and in publicity. It shows the development of an advertising and promotional policy for a newspaper and what part market research plays in it. The...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Basilio Riesco
June 15, 1972

Research papers

The optimisation of advertising success (German)

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Dieter Müller-Veeh
June 15, 1972

Research papers

The optimisation of advertising success

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Dieter Müller-Veeh
June 15, 1972

Research papers

Qualitative research on Fish Finger commercials

The overall objectives of this research were to provideguidelines for the production of a new television commercialfor Birds Eye Fish Fingers. About this collection:Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing,...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 8, 1972

Research papers

First experiences with Fishbein theory and survey methods

Within this paper I will be concerned with two specific aspects of evaluating this particular Fishbein study: A) Does the theory work? is there a clear relationship between the measures taken and behavioural intention? For if there is we can isolate...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: J. Bruce
June 15, 1971

Research papers

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: A. B. Cowling
Company: KANTAR TNS Malaysia
June 15, 1971