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Research papers

The combining of two separately derived data-sets into an integrated intermedia planning system:

The discussions and planning sessions all led to the formation of a 'partnership model'. This is built up from the data acquired from separate samples using various measurement techniques. They were then merged, using a mathematical process suitable...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Jörgen Wiegand
June 15, 1986
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Citation

Wiegand, J. (1986a, June 15). The combining of two separately derived data-sets into an integrated intermedia planning system:. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-combining-of-two-separately-derived-data-sets-into-an-integrated-intermedia-planning-system-


Research papers

Beyond positioning

Advertisers working with retailers often find it difficult to differentiate them from competitors. The retailing mixes close that the bases of differences shrink. Advertising and communication now receives the task of creating this difference, a...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth
Author: Jean-Nöel Kapferer
June 4, 1986
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Citation

Kapferer, J. (1986a, June 04). Beyond positioning. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/beyond-positioning


Research papers

Litmus II

The purpose of this paper is to describe a new model, LITMUS II, and how it is being used by major advertisers in North America to develop improved if not "optimal" marketing plans for new products and services.

Catalogue: Seminar 1984: Are Interviewers Obsolete?
Authors: Joseph D. Blackburn, Lisa E. Carter, Kevin J. Clancy
June 15, 1984
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Citation

Blackburn, Carter and Clancy (1984a, June 15). Litmus II. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/litmus-ii


Research papers

Fully interactive media planning model

This new model called: "Sherlock" is smart, speedy interactive. It really helps the media planner to find out the convenient plan. The time required for an evaluation is less than three seconds. For an optimisation it varies from some seconds to some...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Authors: Henri Bergonier, Jean-Pierre Vignolle, Denis Harang
June 15, 1984
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Citation

Bergonier, Vignolle and Harang (1984a, June 15). Fully interactive media planning model. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/fully-interactive-media-planning-model


Research papers

Choosing the right product

Market research has developed several tools for selecting the optimal combination of product features. One of the methods which has become fairly popular within the last years is the "Trade-Off Model". With this method, utility indices are computed...

Catalogue: Seminar 1983: New Product Development
Authors: Detlef Baur, Jürgen Doeblin
November 2, 1983
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Citation

Baur and Doeblin (1983a, November 02). Choosing the right product. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/choosing-the-right-product


Research papers

Models of the effects of advertising

An aggregate, numerical model is proposed to assess the effects of advertising. It is intended as an aid to advertisers and to an advertising agency. The main decisions it assists are about the size and allocation over time of the advertising budget,...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Simon Broadbent
June 15, 1982
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Citation

Broadbent, S. (1982a, June 15). Models of the effects of advertising. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/models-of-the-effects-of-advertising


Research papers

Strategic marketing in times of shortages

This paper suggests a model for strategic marketing planning in times of shortages, and outlines the information requirements that are necessary as input to the model. This paper is based on the available literature, as well as on an exhaustive study...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Nicolas Papadopoulos
June 15, 1982
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Citation

Papadopoulos, N. (1982a, June 15). Strategic marketing in times of shortages . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/strategic-marketing-in-times-of-shortages-


Research papers

Brand choice and price effect

Within the paper we present a stochastic brand choice price model which is a real decision model. The model is applied to the German potato- products 5 market using G&I-consumer panel data. The model is parameterised and its validity is elaborated....

Catalogue: Seminar 1982: The Effective Use Of Panels
Author: Franz Böcker
June 15, 1982
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Citation

Böcker, F. (1982a, June 15). Brand choice and price effect . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/brand-choice-and-price-effect-


Research papers

Models of organizational decision making

There is wide agreement that organisational decisions (e.g. industrial buying decisions) usually involve multiple participants. Researchers also believe that the organisational decision process is normally very complex, it is difficult to model, and...

Catalogue: Seminar 1981: Industrial Marketing Research
Author: Uolevi Lehtinen
October 1, 1981
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Citation

Lehtinen, U. (1981a, October 01). Models of organizational decision making. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/models-of-organizational-decision-making