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Research papers

Comments on the papers to be read on Thursday afternoon, September 15th, on advertising by A.S.C Ehrenberg

In the paper we are presented with a model relating motives of the purchasing public, the activation of these motives, and advertising effectiveness. Whilst in general welcoming any signs of a theoretical, i.e. generalising, approach in market...

Catalogue: ESOMAR Conference 1960
Author: Andrew S. C. Ehrenberg
June 15, 1960
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Citation

Ehrenberg, A. S. (1960a, June 15). Comments on the papers to be read on Thursday afternoon, September 15th, on advertising by A.S.C Ehrenberg. ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/comments-on-the-papers-to-be-read-on-thursday-afternoon-september-15th-on-advertising-by-a-s-c-ehrenberg


Research papers

Group discussion on "Advertising research: a special advertising programme directed to children" and "A new approach to the evaluation of advertising schemes"

Group discussion on the papers "Advertising research: a special advertising programme directed to children" and "A new approach to the evaluation of advertising schemes" by Mr. Zanelli and Mr. Emanuel.

Catalogue: ESOMAR Conference 1960
Authors: Enrico Zanelli, H. Emanuel, Horst Stern, Andrew S. C. Ehrenberg, Jan L. Wage, H. van Lange, Jan van Rees
June 15, 1960
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Citation

Zanelli et al. (1960a, June 15). Group discussion on "Advertising research: a special advertising programme directed to children" and "A new approach to the evaluation of advertising schemes". ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/group-discussion-on-advertising-research-a-special-advertising-programme-directed-to-children-and-a-new-approach-to-the-evaluation-of-advertising-schemes-


Research papers

Advertising research

This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very...

Catalogue: ESOMAR Conference 1960
Author: Enrico Zanelli
Company: ESSO
June 15, 1960
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Citation

Zanelli, E. (1960a, June 15). Advertising research. ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/advertising-research-89


Research papers

Advertising research (French)

This treatise does not pretend to bring anything new or to be complete. The ESOMAR Congress gives the writer an opportunity for reflecting on his own research activities, and for making a few marginal notes which will serve as the starting point for...

Catalogue: ESOMAR Conference 1960
Author: Sander de Leve
June 15, 1960
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Citation

de Leve, S. (1960a, June 15). Advertising research (French). ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/advertising-research-french--92


Research papers

A note on the application of motivation research in a modern advertising agency (French)

The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: Graeme Cranch
June 15, 1957
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Citation

Cranch, G. (1957a, June 15). A note on the application of motivation research in a modern advertising agency (French). ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/a-note-on-the-application-of-motivation-research-in-a-modern-advertising-agency-french-


Research papers

A note on the application of motivation research in a modern advertising agency

The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: Graeme Cranch
June 15, 1957
×

Citation

Cranch, G. (1957a, June 15). A note on the application of motivation research in a modern advertising agency. ANA - ESOMAR. Retrieved July 05, 2025, from


https://ana.esomar.org/documents/a-note-on-the-application-of-motivation-research-in-a-modern-advertising-agency