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Research papers

Talking to Brazilian women: 30 years of history

Studies that track te are not very frequent are very common in th hard to find in that behaviour and advertisively, approaches to our intention was to analysis of what might happen in the long term. The objective of the product categories (food, home...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Cecília Russo, Jaime Troiano
September 1, 1992
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Citation

Russo and Troiano (1992a, September 01). Talking to Brazilian women: 30 years of history . ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/talking-to-brazilian-women-30-years-of-history-


Research papers

In search of mnemonics for the Middle East

Finding a mnemonic element or proposition is an important and mighty task for developing strategic and effective advertising campaigns. The task becomes ever-increasingly more critical and difficult when the construction of the mnemonics has to...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: Mark Carassi
June 15, 1992
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Citation

Carassi, M. (1992a, June 15). In search of mnemonics for the Middle East. ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/in-search-of-mnemonics-for-the-middle-east


Research papers

Localization versus standardization of global advertising

The high purchasing power of many of the countries in the Arab World has encouraged the increasing presence of a wide variety of multi-national corporations (MNCs) in this region. In the quest for a unified corporate identity and aided by the fact...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Authors: Jehan El-Tigi, Mohamed Wafai
June 15, 1992
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Citation

El-Tigi and Wafai (1992a, June 15). Localization versus standardization of global advertising. ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/localization-versus-standardization-of-global-advertising


Research papers

Europe 1992

The primary responsibility of the World Gold Council (W.G.C.) is to stimulate the demand for gold in all its end uses through promotion. Since two-thirds of newly mined gold is used in jewellery manufacture, this consumer-driven market is the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Sylvia Ruscheweyh, David Beazley
June 15, 1991
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Citation

Ruscheweyh and Beazley (1991a, June 15). Europe 1992. ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/europe-1992


Research papers

The message is (or may be) the medium... But is certainly not the message! (French)

Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: François Laurent
June 15, 1991
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Citation

Laurent, F. (1991a, June 15). The message is (or may be) the medium... But is certainly not the message! (French). ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/the-message-is-or-may-be-the-medium-but-is-certainly-not-the-message-french-


Research papers

How do press ads really work and how can we measure their performance more realistically

This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Wendy Gordon, Andrea Berlowitz
June 15, 1991
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Citation

Gordon and Berlowitz (1991a, June 15). How do press ads really work and how can we measure their performance more realistically. ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/how-do-press-ads-really-work-and-how-can-we-measure-their-performance-more-realistically


Research papers

The message is (or may be) the medium... But is certainly not the message!

Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: François Laurent
June 15, 1991
×

Citation

Laurent, F. (1991a, June 15). The message is (or may be) the medium... But is certainly not the message!. ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/the-message-is-or-may-be-the-medium-but-is-certainly-not-the-message-


Research papers

Using advertising research in the 1990's, putting the horse in front of the cart

Due to the expected changes in the fast moving consumer goods market in the 1990's, in terms of the geographical expansion and increasing brand and media competition, it is assumed that advertising decision risks will be higher than ever before....

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Mansour Elganady
September 1, 1990
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Citation

Elganady, M. (1990a, September 01). Using advertising research in the 1990's, putting the horse in front of the cart. ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/using-advertising-research-in-the-1990-s-putting-the-horse-in-front-of-the-cart


Research papers

Introduction

In the complex world of advertising today, in the face of dramatic changes in media, consumer lifestyles and corporate structures, there is a tendency on the part of advertising professionals, both agency and client, to feel that they must reinvent...

Catalogue: ARF Guidelines Handbook
Author: Malcolm A. McNiven
June 15, 1990
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Citation

McNiven, M. A. (1990a, June 15). Introduction. ANA - ESOMAR. Retrieved September 10, 2024, from


https://ana.esomar.org/documents/introduction-3471