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Research papers

A multidimensional analysis of consumer preference judgements related to print ads

In this paper we will restrict discussion to print ads and consider methods and models which allow to analyse constructs such as the first affective impression or emotional and/or psychological appeals of print advertisements. These constructs are...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Ingo Böckenholt, Wolfgang GauI
June 15, 1984

Research papers

Research tools for business strategies

The paper highlights the commitment of General Motors to marketing research, not for the sake of doing research but as a tool for making decisions and taking actions on the marketing scene. It shows how research has paid off for General Motors and...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: Roy Rutherford, Peter Wise, Joseph Khoury
January 1, 1994

Research papers

The contribution of qualitative research to advertising creativity

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Jorge A. Alisio
May 1, 1997

Research papers

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Wim van der Noort, Irena Petric
June 15, 1994

Research papers

Diagnostic and predictive advertising pre-testing

The paper starts with examining the needs of marketing and advertising practitioners in the region from advertising pre-testing. This is done through in-depth interviews conducted by the author with a few leading professionals in the advertising...

Catalogue: MENAP Forum 1996: Pressure On Profit
Author: Ravi Miglani
March 1, 1996

Research papers

Reliability and predictive validity in consumer neuroscience

Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these...

Catalogue: Congress 2015: Revelations
Author: Michael E. Smith
Company: Nielsen
October 1, 2015