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Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Robin T. J. Tuck, W. G. B. Harvey
June 15, 1971

Research papers

An outline of below-the-line

The purpose of the seminar is to advance thinking upon the research evaluation of 'below-the-line' expenditures. For while in respect of normal media advertising there is internationally a wide area of general understanding about techniques,...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: John Knecht
May 19, 1971

Research reports

Desk research

The objectives of the research are the following: 1. To establish the total current value and volume of Bath/Sanitaryware sales in the UK;2. To identify the different manufacturers of Bath/Sanitaryware in the UK;3. To establish the market shares of...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1970

Research papers

Copy research on holiday abroad

The paper deals with a large scale study on international travel. Although the results have not been tabulated yet, we did a preliminary analysis of the response to a question, addressed to a couple of hundred Britons who had been abroad on holiday...

Catalogue: Seminar 1967: Travel and Tourism
Authors: Howard Biggs, M Collins
November 23, 1967

Case studies

Forecasting results of an advertising campaign

Is it possible today for a firm which is thinking of devoting a considerable sum to the financing of an advertising campaign to obtain a fairly accurate forecast of tho results of the campaign either from its publicity department or its advertising...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Nicolas Steinberg
June 15, 1967

Research papers

The seven deadly sins in advertising research

Year after year industry invests ever increasing amounts in advertising, in order to keep up with the great competitive struggle. The sums thus spent go into hundreds of millions. Advertising should and must create advantages in competition. That's...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Herbert Flögel
June 1, 1966

Research papers

Advertisements as a research subject

There may be several reasons for this. Turnover in the advertising industry goes into thousands of millions and the production and placing of advertisements represents the biggest and, proportionately still increasing item in the total expenditure of...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Otto Walter Haseloff
June 15, 1965

Research papers

Applications of operations research to the optimal determination of advertising budgets

If we consider th.at O.R. is becoming, day by day, a more and more important subject in advertising magazines and congresses, we can say that the interest in this discipline is spreading successfully also among advertising people. For this reason...

Catalogue: ESOMAR Congress 1964
Author: Gilberto Valentini
June 15, 1964