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Research papers

Construction of a marketing model based on consumer habits and attitudes

We have made an attempt of producing a marketing model, which arranges the brand and product selection according to the requirement development of the consumer. Thus you would have an instrument, which would bring the maximum appeal to the consumer...

Catalogue: ESOMAR Congress 1966
Authors: L. K. Neffe, Herbert Steiner
September 1, 1966
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Citation

Neffe and Steiner (1966a, September 01). Construction of a marketing model based on consumer habits and attitudes. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/construction-of-a-marketing-model-based-on-consumer-habits-and-attitudes


Research papers

Continuous advertising research as a decision making instrument

The model is essentially a modified and completed, DAG-MAR inspired system containing various psychological measures , questions about actual behaviour, distribution and reading habits (media information). It distinguishes between the analysis of...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Jacques E. Andriessens
June 1, 1966
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Citation

Andriessens, J. E. (1966a, June 01). Continuous advertising research as a decision making instrument. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/continuous-advertising-research-as-a-decision-making-instrument


Research papers

Selection models for publicity campaigns

In 1963 "Se Centre Francais de Recherche Operationnelle” whilst associated with the CEIR Inc. was examining the possibility of adopting the Mediametrics method in France. Such a tool - integrating numerous intuitive values into a linear model by...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean-François Boss
June 15, 1965
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Citation

Boss, J. (1965a, June 15). Selection models for publicity campaigns. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/selection-models-for-publicity-campaigns


Research papers

A new model for a business game

In the realm of simulation techniques one must consider a certain number of objectives, fields of application, and methods. The principal objectives of such games are, to give individual attention to the formation of future decision-makers, to...

Catalogue: ESOMAR Congress 1964
Author: Guy Serraf
June 15, 1964
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Citation

Serraf, G. (1964a, June 15). A new model for a business game. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-model-for-a-business-game


Research papers

An approach to measuring advertising effectiveness

The project described in this paper, which the British Market Research Bureau is carrying out on behalf of the J. Walter Thompson Company and its clients, is an attempt systematically to collect and interrelate a number of partial measures of the...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Authors: John Downham, Timothy Joyce
June 15, 1961
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Citation

Downham and Joyce (1961a, June 15). An approach to measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-approach-to-measuring-advertising-effectiveness


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 April 27, 2024, 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

Contribution to the discussion Thursday afternoon, September 15th

The paper "A Special Advertising Program Directed to Children" is based on pure description and for the purpose of illustrating its contents mathematical symbols are used. This form of illustration is just another method of setting down logical...

Catalogue: ESOMAR Conference 1960
Author: Horst Stern
June 15, 1960
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Citation

Stern, H. (1960a, June 15). Contribution to the discussion Thursday afternoon, September 15th. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/contribution-to-the-discussion-thursday-afternoon-september-15th


Research papers

Activation

A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now...

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

Gallup, G. (1957a, June 15). Activation . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/activation-


Research papers

Factor analysis of consumer preferences

Very practical reasons account for the introduction of motivation research in-the field of market study. When it becomes desirable to influence consumer behaviour and attitudes, a simple assessment is no longer adequate and there is an obvious need...

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

Stoetzel, J. (1957a, June 15). Factor analysis of consumer preferences . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/factor-analysis-of-consumer-preferences-