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Research papers

The use of micro market testing in the evaluation of alternative promotional strategy

This paper reviews Mini-Test Market experience in the field of consumer promotions testing and concludes that pre-evaluation of alternative promotions or indeed of any alternative marketing action needs a valid test method which in turn offers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Tom Blackett
June 15, 1976
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Citation

Blackett, T. (1976a, June 15). The use of micro market testing in the evaluation of alternative promotional strategy . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-use-of-micro-market-testing-in-the-evaluation-of-alternative-promotional-strategy-


Research papers

Recent trends and future considerations for the promotions industry

In considering what might happen to the promotions industry in the future, it is essential to go back to the latter part of 1973 at the start of the economic crisis and continuing period of difficult marketing and trading conditions. It is important...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Michael J. Franklin
June 15, 1976
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Citation

Franklin, M. J. (1976a, June 15). Recent trends and future considerations for the promotions industry . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/recent-trends-and-future-considerations-for-the-promotions-industry-


Research papers

Utilization of the Nielsen panel for evaluation of promotions

In starting to write this paper, I had some doubts: "Should I really talk to an Assembly of Researchers and Professionals of the Promotion about distribution checks, consumer sales and other basic items?" A short review of a few dozens of promotion...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Pierre Strauch
Company: Nielsen
June 15, 1976
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Citation

Strauch, P. (1976a, June 15). Utilization of the Nielsen panel for evaluation of promotions . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/utilization-of-the-nielsen-panel-for-evaluation-of-promotions-


Research papers

Promotion and the retailer

ESOMAR has asked me to make some comments on "Promotion and the Retailer". In short I was to face you as a retailer and present you with some personal experiences and comments on the subject of promotions. So far so good. When I read the papers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: K. J. L. Alberdingk Thijm
June 1, 1976
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Citation

Alberdingk Thijm, K. J. (1976a, June 01). Promotion and the retailer. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/promotion-and-the-retailer


Research papers

The state of the art

This paper seeks to show what kind of marketing objectives promotions are able to achieve and how the researcher can help the marketer in defining promotional goals and measuring the results.

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Yves Castagnol
June 15, 1975
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Citation

Castagnol, Y. (1975a, June 15). The state of the art. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-state-of-the-art