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Research papers

Selection models for publicity campaigns

In 1963 "Se Centre Francais de Recherche Operationnelle” whilst associated with the CEIR Inc. was examining the possibility of adopting the Mediametrics method in France. Such a tool - integrating numerous intuitive values into a linear model by...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean-François Boss
June 15, 1965

Research papers

A method of market segmentation

Market analyses generally consist of examining how consumption or ownership of a given product varies according to certain socio-demographic criteria such as sex, age, social class, area, town size, etc. Each criterion is considered separately to...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean Michel Agostini
June 15, 1965

Research papers

We are still confused- But on a higher level

Most case stories are. written when the success is an established fact. This paper is a case where part of the story was written in advance, in the form of objectives. To be precise, it is a case story the outcome of which is not yet known. The story...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Niels Vinding
June 15, 1965

Research papers

What is the market researcher doing in an advertising agency?

The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Paul Howard Berent
June 15, 1965

Research papers

Experience in the introduction of new food products

The term new product is very complex and should therefore he explained: we understand it to mean on the one hand a completely new product which just did not exist before. It is difficult to find an example for this. We can speak of a new product when...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Werner Ziefle
June 15, 1965

Research papers

The computer in media planning

The media planner in the U.K. media situation is faced with a very large area of choice, together with a lot of information about the combinations of media he can select to reach a particular market for a particular sum of money. Judgements have to...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: M. H. J. Webb
June 15, 1965

Research papers

The use of market research in international marketing management

In the context of this paper, I have restricted the term "International Marketing" to cover only the marketing of consumer goods with substantial advertising appropriations, i. e. appropriations aimed at and intended to create consumer demand for a...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Roger Goldsmith
June 15, 1965

Research papers

Integration of "industrial" and "consumer" marketing research

A small survey consisting of a total of 189 unstructured, personal interviews was carried out over a period of six months (September 1964 - February 1965) with manufacturers of industrial goods (at Board level and market researcher level), consumer...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Henk L. Bos
June 15, 1965

Research papers

Methods of measuring the difficulty of language used in advertising copy

This report describes the principal methods used for measuring the difficulty of language, makes a critical survey of the circumstances in which they can be used and discusses the problems associated with adapting some of them to other languages....

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Pompeo Abruzzini
June 15, 1965