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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

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

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

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

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