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Research papers

Advertising research (French)

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

Research papers

The use of market and brand trend data deriving from the R.B.l. motorists diary panel in the United Kingdom

This paper sets out to illustrate by example the use of a Motorists Diary Panel covering both the petrol and motor oil markets. We have taken, two separate marketing activities which have had a profound effect on the market and a third example...

Catalogue: Seminar 1972: Panels
Authors: Roger Sargood, I. M. Hunt
Company: ESSO
June 15, 1972

Research papers

European attitudes to energy and oil companies

Esso Europe carried out a major multi-national survey involving a total of 14000 interviews in two waves covering seven countries. The objective of the study was to assess public attitudes in the following broad areas:-Present and future energy...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Roger Sargood, David Lowe-Watson
Company: ESSO
June 15, 1983

Research papers

The contribution of research to the planning, budgeting and evaluation of below-the-line activity

In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: David Lowe-Watson
Company: ESSO
June 15, 1971

Research papers

Market research as a decision aid for an image campaign, as demonstrated by the information campaign of Esso A.G.

In 1974 an ad campaign was developed by ESSO A.G. and the McCann Agency in Hamburg with the basic aim of overcoming the decline in confidence between the oil company ESSO and the consumers resulting from the energy crisis. This was to be achieved by...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Karl-Friedrich Holm
Company: ESSO
June 15, 1977

Research papers

Market research as a decision aid for an image campaign, as demonstrated by the information campaign of Esso A.G. (German)

In 1974 an ad campaign was developed by ESSO A.G. and the McCann Agency in Hamburg with the basic aim of overcoming the decline in confidence between the oil company ESSO and the consumers resulting from the energy crisis. This was to be achieved by...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Karl-Friedrich Holm
Company: ESSO
June 15, 1977

Research papers

Some problems in multi-country advertising research

In this paper I will describe two multi-country advertising research studies which have been carried out by my company during the past three years. These studies have highlighted a number of problems and have taught us some lessons about how to...

Catalogue: Seminar 1971: Multi-Country Research
Author: Peter A. Rusby
Company: ESSO
June 15, 1971

Research papers

Changes in market segmentation over time

In the type of segmentation referred to in this paper, which is generally termed 'cluster analysis', we analyse the data by a number of characteristics simultaneously, instead of sequentially as described above. The type of cluster analysis described...

Catalogue: Seminar 1972: Segmentation And Typology
Authors: Wendy M. Grosse, David Lowe-Watson
Company: ESSO
June 15, 1972

Research papers

The role of market research in relation to the changing structure of the UK motoring market

This paper outlines the changes in the U.K. motoring market over the last ten years or so and shows how these changes have been reflected in the type of market research undertaken and the level of activity.

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: David Lowe-Watson
Company: ESSO
June 15, 1972