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Research papers

Predicting media schedule effectiveness by the 'media planex' method

The general description given below is only a part of a wider confirmation that the system is a reasonable description of the real world. Its use in the agency therefore gives confidence that a particular schedule recommended has been constructed...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Jean Michel Agostini, Nicolas Steinberg
June 15, 1980
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Citation

Agostini and Steinberg (1980a, June 15). Predicting media schedule effectiveness by the 'media planex' method . ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-


Research papers

A dynamic response model

A partial problem at the planning of market communication is to make an optimal media choice. A decision model of an optimal media choice is called a media choice model and the formulation of such a model should take its out spring in an individual...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Lars Grønholdt
June 15, 1980
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Citation

Grønholdt, L. (1980a, June 15). A dynamic response model. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/a-dynamic-response-model


Research papers

Marketing models for use in practice

This paper attempts to summarize the weaknesses of marketing models which are set up with the aid of conventional methods and shows why many of these models are never used in practice. It also presents a setup, which was developed in practice and...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Rudolf Lewandowski, Heino Stöwsand
March 1, 1979
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Citation

Lewandowski and Stöwsand (1979a, March 01). Marketing models for use in practice. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/marketing-models-for-use-in-practice


Research papers

Perceived risk (German)

The fact that only a minority of Austrian households hold securities and other long-term forms of saving can only in part be explained by a lack of ability to save. The risk perceived by the saver seems to be a further important reason why the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Günter Schweiger
August 28, 1977
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Citation

Schweiger, G. (1977a, August 28). Perceived risk (German). ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/perceived-risk-german-


Research papers

Perceived risk

The fact that only a minority of Austrian households hold securities and other long-term forms of saving can only in part be explained by a lack of ability to save. The risk perceived by the saver seems to be a further important reason why the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Günter Schweiger
August 28, 1977
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Citation

Schweiger, G. (1977a, August 28). Perceived risk. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/perceived-risk


Research papers

Developing models and software for the marketing department

Today's marketing manager lives in a world of information. This paper addresses the question of how to make the flow of information more meaningful and more productive. We shall talk about an information system that meets the needs of the marketing...

Catalogue: Seminar 1977: Marketing Management Information Systems
Authors: David Zeitlin, R. Charney, J. Aspden
June 15, 1977
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Citation

Zeitlin, Charney and Aspden (1977a, June 15). Developing models and software for the marketing department. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/developing-models-and-software-for-the-marketing-department


Research papers

The influence of technical developments on marketing management information systems in retail organisations

This paper shows how much data may be structured into a computer based data bank in a manner which will allow the company to analyse its sales on a seasonal, yearly and possibly 5-yearly basis, in a manner convenient for assisting marketing...

Catalogue: Seminar 1977: Marketing Management Information Systems
Author: Gil T. Jones
June 15, 1977
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Citation

Jones, G. T. (1977a, June 15). The influence of technical developments on marketing management information systems in retail organisations. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/the-influence-of-technical-developments-on-marketing-management-information-systems-in-retail-organisations


Research papers

Market mechanics 2

One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Wilfried Wenzel, Heino Stöwsand
June 15, 1977
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Citation

Wenzel and Stöwsand (1977a, June 15). Market mechanics 2. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/market-mechanics-2


Research papers

Input/output models

This paper describes structure and result of the model M*I*C*I*0 (Modello Industria Chimica Input Output) prepared in order to: 1) determine a valid correlation between the development of the national economy and that one of the chemical industry; 2)...

Catalogue: Seminar 1977: Marketing Management Information Systems
Authors: C. Trabucchi, G. F. Corazza, S. Ghiringhelli
June 15, 1977
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Citation

Trabucchi, Corazza and Ghiringhelli (1977a, June 15). Input/output models. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/input-output-models