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Research papers

The Turkish elephant

The presenters will briefly introduce the external realities of Turkey today as dictated by recent history, economics and demographics. The most relevant sets of dichotomies that define the value-space for Turks' self-understanding will then be...

Catalogue: Consumer Insights 2005
Authors: Mads Stenbjerre, Mahan Dogrusöz
Company: GfK
November 15, 2005

Research papers

Brand stretching

The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Yaman Akalin, Peter Sampson
Company: Burke, Inc.
September 1, 1996

Research papers

Media measurement

This paper summarises the importance and problems of advertising effectiveness measurement in general, media measurement, major approaches for measuring advertising effectiveness, the development of media measurement in Turkey during the past ten...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Kemal Kurtulu
June 15, 1980

Research papers

Opinion formation and value judgements of Turkish University students

Choice of topics closely related to urgent, rather non-political problems. Opinion research confined until recently to students of various levels, including university. Selected research projects carried out: Impact of the mechanisation of Turkish...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Nermin Abadan
June 15, 1963