Resources Library by ANA

Group discussion on "A short-cut method for estimating the unduplicated-audience of a combination of media" and "Advertising research"

Group discussion on the papers "A short-cut method for estimating the unduplicated-audience of a combination of media" and "Advertising research" by Mr. Agostini and Mr. de Leve.

Catalogue: ESOMAR Conference 1960

Authors: Jean Michel Agostini, Sander de Leve, J. H. Verstegen, A. G. Zwijnenberg, J. Ax, Coen C. J. de Koning, William Schlackman

June 15, 1960

The consumption pioneers

Pioneer consuming is often related to income and age of the consumer. Not completely however, nor is it always true. Pioneer consuming to a certain extent covers many product groups, durables as well as small ticket items. However--specific product...

Catalogue: ESOMAR Conference 1960

Author: Jan Stapel

June 15, 1960

Mytho-mathematosis in marketing decisions?

We think that the authors are not too satisfied with the horizons, opened by their approach, either. The practical conclusions they reach in the case of shipping companies versus airlines did not need the whole mathematical program machinery that has...

Catalogue: ESOMAR Conference 1960

Author: Jan L. Wage

June 15, 1960

The consumption pioneers

Group discussion on the paper "The consumption pioneer" by Mr. Stapel.

Catalogue: ESOMAR Conference 1960

Author: Jan Stapel

June 15, 1960

A new approach to the evaluation of advertising themes

In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various...

Catalogue: ESOMAR Conference 1960

Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil

June 15, 1960

A new approach to the evaluation of advertising themes (French)

In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various...

Catalogue: ESOMAR Conference 1960

Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil

June 15, 1960

Methods of brand image research

The second major application of brand, image study, to which the rest of this talk is devoted that of diagnosis of the brand situation in the market. Nobody is ever satisfied with their brand there is always room for improvement. What is the...

Catalogue: ESOMAR Conference 1960

Author: N. J. Squirrell

June 15, 1960

Motivation research in the field of distribution (French)

What is usually named motivation research is the application of the methods of psychology and sociology to commercial problems, and is therefore nothing but a certain type of research in the field of distribution. Its special aim is to understand and...

Catalogue: ESOMAR Conference 1960

Author: Emeric Deutsch

June 15, 1960

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