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Research papers

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model (French)

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/measuring-the-competitive-effect-of-advertising-on-buying-behaviour-with-the-marketing-match-model-french-


Research papers

Can a correlation of advertising to sales be demonstrated?

The title of this talk is "can a correlation of advertising to sales be demonstrated?" It will have some resemblance to the Edward Albee play "Who's Afraid of Virginia Woolf". That is, the title poses a question which the author has no intention of...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Charles Einer Anderson
June 15, 1965
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Citation

Anderson, C. E. (1965a, June 15). Can a correlation of advertising to sales be demonstrated?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/can-a-correlation-of-advertising-to-sales-be-demonstrated-


Research papers

The integration of advertising research

The investigation of consumer penetration factors which can be said to be associated with advertising, and the buying of products, are familiar subjects. They are perhaps less familiar to us when studied in relation to advertising expenditure (which...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: R. D. Godwin, B. Thorogood
June 15, 1965
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Citation

Godwin and Thorogood (1965a, June 15). The integration of advertising research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-integration-of-advertising-research


Research papers

The illusion of the "image" and the excess power of groups (French)

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Hugh S. Hardy
June 15, 1963
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Citation

Hardy, H. S. (1963a, June 15). The illusion of the "image" and the excess power of groups (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-illusion-of-the-image-and-the-excess-power-of-groups-french-


Research papers

The illusion of the "image" and the excess power of groups

This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Hugh S. Hardy
June 15, 1963
×

Citation

Hardy, H. S. (1963a, June 15). The illusion of the "image" and the excess power of groups. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-illusion-of-the-image-and-the-excess-power-of-groups


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 28, 2024, from


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


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
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Citation

Zanelli, E. (1960a, June 15). Advertising research (French). ANA - ESOMAR. Retrieved April 28, 2024, from


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


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
×

Citation

Zanelli, E. (1960a, June 15). Advertising research. ANA - ESOMAR. Retrieved April 28, 2024, from


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