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Research papers

Conclusive remarks on the last day

When trying to link the results that our group arrived at to the theme of this Seminar, I want to call your attention to the following. I am very content to find that we, while trying to establish the design for the post-test, almost unanimously...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). Conclusive remarks on the last day. ANA - ESOMAR. Retrieved October 02, 2023, from


https://ana.esomar.org/documents/conclusive-remarks-on-the-last-day


Research papers

An outline of below-the-line

The purpose of the seminar is to advance thinking upon the research evaluation of 'below-the-line' expenditures. For while in respect of normal media advertising there is internationally a wide area of general understanding about techniques,...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: John Knecht
May 19, 1971
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Citation

Knecht, J. (1971a, May 19). An outline of below-the-line . ANA - ESOMAR. Retrieved October 02, 2023, from


https://ana.esomar.org/documents/an-outline-of-below-the-line-


Research papers

Some examples of research on bio-tex promotion

The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: John Knecht, Marten Rook
June 15, 1976
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Citation

Knecht and Rook (1976a, June 15). Some examples of research on bio-tex promotion. ANA - ESOMAR. Retrieved October 02, 2023, from


https://ana.esomar.org/documents/some-examples-of-research-on-bio-tex-promotion


Research papers

Comments on mr. J.D. Noordhoff's paper

In a seminar on attitude research, the most interesting contribution this paper could make is the evidence of a positive correlation between professed behaviour and actual behaviour. Unfortunately, reliable figures on actual behaviour in the fields...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: John Knecht
February 1, 1970
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Citation

Knecht, J. (1970a, February 01). Comments on mr. J.D. Noordhoff's paper. ANA - ESOMAR. Retrieved October 02, 2023, from


https://ana.esomar.org/documents/comments-on-mr-j-d-noordhoff-s-paper


Research papers

In reply to mr. Lockwood

I want to stress the fact that the ultimate objective of an advertiser is not sales but profit. Some advertisers will be delighted and we may even earn a lot of money as profit-measurers. But then, an advertising campaign should be dismissed as...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). In reply to mr. Lockwood. ANA - ESOMAR. Retrieved October 02, 2023, from


https://ana.esomar.org/documents/in-reply-to-mr-lockwood


Research papers

Marketing & the consumer

In the following paper some remarks are made about the general theory of consumerism and about studies which have been publicised. In this paper we shall show some results of the study, focussed on the relations between criticism of advertising and...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: John Knecht, Peter H. van Westendorp
September 1, 1974
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Citation

Knecht and van Westendorp (1974a, September 01). Marketing & the consumer . ANA - ESOMAR. Retrieved October 02, 2023, from


https://ana.esomar.org/documents/marketing-the-consumer-


Research papers

In reply to mr. Stapel

Mr. Stapel has found a positive correlation between recall and behaviour. Now facts are facts and facts are holy. Let's further assume that his interpretation of what he found is correct. Now other researchers have done work on the relationship...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). In reply to mr. Stapel. ANA - ESOMAR. Retrieved October 02, 2023, from


https://ana.esomar.org/documents/in-reply-to-mr-stapel