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Research papers

Research as a tool for achieving advertising that works

This paper attempts to show the role research is capable of playing in the process of advertising development - once the brand proposition and positioning have been firmed up. It presents a basic model for research in the advertising development...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: D. Kashyap, John S. Pawle
Company: Unilever
January 1, 1994
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Citation

Kashyap and Pawle (1994a, January 01). Research as a tool for achieving advertising that works. ANA - ESOMAR. Retrieved September 16, 2024, from


https://ana.esomar.org/documents/research-as-a-tool-for-achieving-advertising-that-works