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Research papers

Causes of advertising expenditure variations in Sweden 1975-1987

Advertising expenditure in traditional media has risen faster than inflation during the period of analysis, with the exception of 1980 and 1981. Surveys and analyses show that expenditure in direct mail and various forms of sales promotion were about...

Catalogue: ESOMAR Congress 1989
Author: Tomas Gröndal
September 1, 1989
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Citation

Gröndal, T. (1989a, September 01). Causes of advertising expenditure variations in Sweden 1975-1987. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/causes-of-advertising-expenditure-variations-in-sweden-1975-1987


Research papers

Competitive advertising effectiveness

The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Peter J. Hayes
February 27, 1985
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Citation

Hayes, P. J. (1985a, February 27). Competitive advertising effectiveness . ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/competitive-advertising-effectiveness-


Research papers

TV viewing survey and forecast

The advertiser's concern is to maximize the profitability of his advertising investment. Television tine slot selection several months before actual airing of a campaign is made difficult and uncertain due to quick fluctuations in the audiences. This...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Authors: Ghislaine De Cagny, Yves-Charles Quéroix
August 1, 1981
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Citation

De Cagny and Quéroix (1981a, August 01). TV viewing survey and forecast. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/tv-viewing-survey-and-forecast


Research papers

TV viewing survey and forecast (French)

The advertiser's concern is to maximize the profitability of his advertising investment. Television tine slot selection several months before actual airing of a campaign is made difficult and uncertain due to quick fluctuations in the audiences. This...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Authors: Yves-Charles Quéroix, Ghislaine De Cagny
August 1, 1981
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Citation

Quéroix and De Cagny (1981a, August 01). TV viewing survey and forecast (French). ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/tv-viewing-survey-and-forecast-french-


Research papers

Tracking the shampoo market

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Alan Smith
June 15, 1981
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Citation

Smith, A. (1981a, June 15). Tracking the shampoo market. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/tracking-the-shampoo-market


Research papers

Advertising expenditure- advertising effect

The paper describes practical experience with a method for monitoring advertising effectiveness (Werbemonitor). The principle of this method lies in the continuous collection of specific advertising effectiveness measures from consumers at frequent...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Arthur Juchems
September 1, 1980
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Citation

Juchems, A. (1980a, September 01). Advertising expenditure- advertising effect. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/advertising-expenditure--advertising-effect


Research papers

Advertising expenditure- advertising effect (German)

The paper describes practical experience with a method for monitoring advertising effectiveness (Werbemonitor). The principle of this method lies in the continuous collection of specific advertising effectiveness measures from consumers at frequent...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Arthur Juchems
September 1, 1980
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Citation

Juchems, A. (1980a, September 01). Advertising expenditure- advertising effect (German). ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/advertising-expenditure--advertising-effect-german-


Research papers

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Tony Twyman
June 15, 1980
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Citation

Twyman, T. (1980a, June 15). Are long-term effects possible or measurable? . ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable-


Research papers

The evaluation of below-the-line activity by ad hoc field research

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Peter Sampson
June 15, 1980
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Citation

Sampson, P. (1980a, June 15). The evaluation of below-the-line activity by ad hoc field research . ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/the-evaluation-of-below-the-line-activity-by-ad-hoc-field-research-