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Research reports

Report on qualitative research on Silvikrin advertising

It is planned to relaunch Silvikrin shampoo andhairspray in January 1973 on a conditioning platformas new Silvik reconditioning shampoo and hairspray.It is also planned to establish a common Silvikrinhaircare range identity. The objectives of...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 3, 1973

Research papers

The usage of qualitative media research data in the practice of media planning

The purpose of this paper is to show how quantitative and qualitative media research data can be used in every step of advertising planning and especially in the practice of the media planning. This practice is the situation in The Netherlands at...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Bonny G.J. Stoelinga
March 1, 1976

Research papers

Company image research as a basis for umbrella advertising

Company image research is generally thought of in connection with manufacturers of industrial products, air lines, banks and other institutions, and with objectives such as obtaining the attitude of the trade, investors and employees. Relatively...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Paul Howard Berent
August 1, 1967

Research papers

The choice of media (French)

In Section One of this article, entitled "The context of the advertising campaign" we shall show how advertising decisions form part of a series of decisions which may be set forth in the form of a "decision tree", which will make it possible to...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Marcel Marc, Patrice Bertier
August 1, 1967

Research papers

First experiences with Fishbein theory and survey methods

Within this paper I will be concerned with two specific aspects of evaluating this particular Fishbein study: A) Does the theory work? is there a clear relationship between the measures taken and behavioural intention? For if there is we can isolate...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: J. Bruce
June 15, 1971

Research papers

Advertising and promotional policy and research on its effectiveness

This talk is not meant merely for scientific research people, but rather for planners In marketing and in publicity. It shows the development of an advertising and promotional policy for a newspaper and what part market research plays in it. The...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Basilio Riesco
June 15, 1972