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Research papers
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Citation

Tuck, M. (1971a, June 15). Comments on subsidiary papers in Fishbein section. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/comments-on-subsidiary-papers-in-fishbein-section


Research papers

Addendum

In the original printed paper I said that a difficulty about the concept of "focus" was to know how to measure it, and that the nearest I could get was the brand image questioning system used on the API, which allows people to mention or not mention...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
June 15, 1971
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Citation

McDonald, C. (1971a, June 15). Addendum . ANA - ESOMAR. Retrieved March 29, 2026, from


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


Research papers

Some anomalies in advertising research terminology

The process here described is quite straightforward in concept, although highly complex mathematically. It is not the purpose of this paper to discuss in detail the technicalities, and it will be sufficient to remark that the factor Analysis used in...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: F. Harmar-Brown, P. Macarte
June 15, 1971
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Citation

Harmar-Brown and Macarte (1971a, June 15). Some anomalies in advertising research terminology. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/some-anomalies-in-advertising-research-terminology


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Robin T. J. Tuck, W. G. B. Harvey
June 15, 1971
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Citation

Tuck and Harvey (1971a, June 15). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand-


Research papers

Some comments on the use of "models" in advertising research

I have recently become aware of, and concerned with, the special problems facing market researchers and advertisers . Like many of you, I came to this conference a bit skeptical about the role that academic ideas and "models" could play in market...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Martin Fishbein
June 15, 1971
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Citation

Fishbein, M. (1971a, June 15). Some comments on the use of "models" in advertising research. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/some-comments-on-the-use-of-models-in-advertising-research


Research papers

A review of consumer decision process models

The purpose of this paper is to review the current position in buyer behaviour theory, with particular reference to an approach that is gaining increasing popularity, and which places major emphasis upon consumer decision processes. The paper is in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: J. A. Lunn
June 15, 1971
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Citation

Lunn, J. A. (1971a, June 15). A review of consumer decision process models. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/a-review-of-consumer-decision-process-models


Research reports

Project Carnation

The principal objectives of this research were to assess the associations of three selected names for a range of male toiletry products and particularly sprayhairdressing, the names being presented on selected pack designs for spray hairdressing. The...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1971
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Citation

, C. (1971a, June 01). Project Carnation . ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/project-carnation--9903


Research reports

Qualitative research on a new television commercial for Whitbread Tankard

CDP has produced a series of TV commercials for Whitbread Tankard. Each is in cartoon format and shows a 'character' ('Stanley') achieving a variety of improbable feats. He attributes his success to Whitbread Tankard. This research was concerned...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 5, 1971
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Citation

, C. (1971a, May 05). Qualitative research on a new television commercial for Whitbread Tankard. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/qualitative-research-on-a-new-television-commercial-for-whitbread-tankard


Research papers

Doctors on the couch

Attitude research on an international scale is particularly relevant to the pharmaceutical industry since most major drugs are now marketed internationally. The marketing effort of the pharmaceutical industry is mainly directed at the medical...

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research
Author: Frances Freedman
May 3, 1971
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Citation

Freedman, F. (1971a, May 03). Doctors on the couch . ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/doctors-on-the-couch-