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Research papers

Magazines covers

The main argument put forward in this paper is that covers are of vital importance in stimulating magazine sales and readership and that market research can contribute greatly towards making them more effective in their impact and communication. The...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Author: Heather Mulholland
November 25, 1987
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Citation

Mulholland, H. (1987a, November 25). Magazines covers. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/magazines-covers


Research papers

Chaste seductresses

This paper investigates the way that women respond to female images in advertising for fashion and beauty products. It sets out to analyse the kinds of portrayal of women which were most liked and therefore, by implication, which are probably the...

Catalogue: ESOMAR Congress 1987
Author: Heather Mulholland
September 1, 1987
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Citation

Mulholland, H. (1987a, September 01). Chaste seductresses . ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/chaste-seductresses-


Research papers

Researching the subconscious effects of advertising

The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Heather Mulholland
June 15, 1985
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Citation

Mulholland, H. (1985a, June 15). Researching the subconscious effects of advertising. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/researching-the-subconscious-effects-of-advertising