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Research papers

MARKSEL

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Luis Queirós
May 5, 1991
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Citation

Queirós, L. (1991a, May 05). MARKSEL . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/marksel-


Research papers

MARKSEL (Portuguese)

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Luis Queirós
May 5, 1991
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Citation

Queirós, L. (1991a, May 05). MARKSEL (Portuguese). ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/marksel-portuguese-


Research papers

Global advertising

Two opposing philosophies have divided the multinational advertising and marketing community. 1) There are certain universal consumer needs and values; therefore, it is possible to develop, a standardized advertising campaign in one market and export...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Peter Klein
June 15, 1990
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Citation

Klein, P. (1990a, June 15). Global advertising. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/global-advertising


Research papers

Ernest Dichter

ERNEST DICHTER is the founder and president of Ernest Dichter Associates International, Ltd. He also founded the Institute of Motivational Research and is recognized internationally as the leading exponent and practitioner in this field. He developed...

Catalogue: ARF Guidelines Handbook
Authors: Rena Bartos, Ernest Dichter
June 15, 1990
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Citation

Bartos and Dichter (1990a, June 15). Ernest Dichter. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/ernest-dichter


Research papers

Foreword

The Advertising Research Foundation (ARF) was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies to advance the state of the art of advertising, marketing, and media research. It is an...

Catalogue: ARF Guidelines Handbook
Author: Michael J. Naples
June 15, 1990
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Citation

Naples, M. J. (1990a, June 15). Foreword . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/foreword-


Research papers

What do we want, and how do we get it?

This paper is concerned with how Young & Rubicam is tackling these 2 issues. It describes how we use the existing research to plan media, and what steps we are taking to augment it. These include working with the JICÏ system in the UK to try to...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Jane Perry
June 15, 1990
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Citation

Perry, J. (1990a, June 15). What do we want, and how do we get it?. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/what-do-we-want-and-how-do-we-get-it-


Research papers

Research requirements of a mail order house

For La Redoute, 1992 Europe is a process in which the group has already engaged itself. Irrespective of the measures taken at Community level, La Redoute has to ask itself two fundamental questions: our trade at European level, can it be...

Catalogue: Seminar 1990: Countdown to 1992
Author: Martine Lekeu
June 15, 1990
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Citation

Lekeu, M. (1990a, June 15). Research requirements of a mail order house. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/research-requirements-of-a-mail-order-house


Research papers

Hans Ziesel

HANS ZIESEL is Professor Emeritus of law and sociology at the University of Chicago Law School. Born and raised in Czechoslovakia, he devoted the first 15 years of his American life to market and advertising research, as teacher, author, and...

Catalogue: ARF Guidelines Handbook
Authors: Hans Ziesel, Rena Bartos
June 15, 1990
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Citation

Ziesel and Bartos (1990a, June 15). Hans Ziesel. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/hans-ziesel


Research papers

Founding the fathers of advertising research

As we mark the 50th Anniversary of the Advertising Research Foundation, it is fitting that we look back to the pioneers who explored the unknown territory of advertising research during our first fifty years. We are fortunate in having an oral...

Catalogue: ARF Guidelines Handbook
Author: Rena Bartos
June 15, 1990
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Citation

Bartos , R. (1990a, June 15). Founding the fathers of advertising research. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/founding-the-fathers-of-advertising-research