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Research papers

Justifying our advertising budgets

Two views of paid-for advertising are compared. One is commonly held but unachievable. The other is more realistic. The main aim of advertising is commonly thought to be growth, but this seldom occurs. The more realistic goal is brand maintenance in...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven
June 15, 1996
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Citation

Ehrenberg, Barnard and Scriven (1996a, June 15). Justifying our advertising budgets. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/justifying-our-advertising-budgets


Research papers

Evaluating and forecasting prescribing

The paper is divided into four main sections. The Methodology describes the data upon which the analyses were based and explains the theoretical background to the approach adopted. The Results are then presented to show how large and small drugs...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Andrew S. C. Ehrenberg, Philip Stern
June 1, 1995
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Citation

Ehrenberg and Stern (1995a, June 01). Evaluating and forecasting prescribing. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/evaluating-and-forecasting-prescribing


Research papers

Advertising for brand maintenance

In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard
September 1, 1994
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Citation

Ehrenberg and Barnard (1994a, September 01). Advertising for brand maintenance. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/advertising-for-brand-maintenance


Research papers

Viewer's willingness to pay and programme choice

As background to planning for the multi-channel interactive future we address two linked questions : What is the demand for different type of programmes? How much would viewers be willing to pay directly for their habitual channels? The paper draws...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Andrew S. C. Ehrenberg, Pamela Mills
May 1, 1994
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Citation

Ehrenberg and Mills (1994a, May 01). Viewer's willingness to pay and programme choice. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/viewer-s-willingness-to-pay-and-programme-choice


Research papers

Generalising a pricing effect

The purpose of this contribution to our seminar on modelling is to make two points: 1. There is usually little point in modelling something if we do not know what it is; 2. Developing the required empirically-based generalisations in marketing is...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Andrew S. C. Ehrenberg, Leonard R. England
October 26, 1987
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Citation

Ehrenberg and England (1987a, October 26). Generalising a pricing effect. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/generalising-a-pricing-effect


Research papers

Buyer behaviour and new product development

In this paper I discuss how this traditional process can be fruitfully reversed. We assume some target market share, and use our knowledge of the existing market to predict the new brand's penetration and repeat rates, share of requirements,...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Author: Andrew S. C. Ehrenberg
June 15, 1987
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Citation

Ehrenberg, A. S. (1987a, June 15). Buyer behaviour and new product development. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/buyer-behaviour-and-new-product-development


Research papers

Audience appreciation and audience size

Most television programmes can be classified into two main programme types, Information and Entertainment. Information programmes tend to get smaller audiences but higher appreciation scores than do Entertainment programmes. Between these two main...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Patrick Barwise, Andrew S. C. Ehrenberg, Gerald J. Goodhardt
June 15, 1979
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Citation

Barwise, Ehrenberg and Goodhardt (1979a, June 15). Audience appreciation and audience size. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/audience-appreciation-and-audience-size


Research papers

Evaluating a consumer dial

In this article we show how the effects of many marketing actions can now be evaluated in some detail. The basic question considered is not whether there was any positive effect at all (eg on total sales) but what kind of effect it was (eg extra...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: Andrew S. C. Ehrenberg, Gerald J. Goodhardt
June 15, 1976
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Citation

Ehrenberg and Goodhardt (1976a, June 15). Evaluating a consumer dial . ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/evaluating-a-consumer-dial-


Research papers

Learning about promotions

Ultimately we need to establish the effects which promotions have on the consumer- i.e. any increased purchasing in the short term, or changes in attitudes and loyalty in the longer term - and to relate this to costs. Where promotions are aimed at...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Andrew S. C. Ehrenberg
June 15, 1976
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Citation

Ehrenberg, A. S. (1976a, June 15). Learning about promotions. ANA - ESOMAR. Retrieved December 04, 2024, from


https://ana.esomar.org/documents/learning-about-promotions