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Research papers

Group discussion on "Advertising research: a special advertising programme directed to children" and "A new approach to the evaluation of advertising schemes"

Group discussion on the papers "Advertising research: a special advertising programme directed to children" and "A new approach to the evaluation of advertising schemes" by Mr. Zanelli and Mr. Emanuel.

Catalogue: ESOMAR Conference 1960
Authors: Enrico Zanelli, H. Emanuel, Horst Stern, Andrew S. C. Ehrenberg, Jan L. Wage, H. van Lange, Jan van Rees
June 15, 1960

Research papers

A new approach to the evaluation of advertising themes (French)

In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various...

Catalogue: ESOMAR Conference 1960
Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
June 15, 1960

Research papers

Motivation research applied to political attitudes (French)

The sole purpose of the above example was to demonstrate the fundamental difference existing between investigations of attitudes and investigations of opinions. We believe that the investigation of political attitudes is destined gradually to replace...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Denis Lindon
June 15, 1959

Research papers

Motivation research applied to political attitudes

The sole purpose of the above example was to demonstrate the fundamental difference existing between investigations of attitudes and investigations of opinions. We believe that the investigation of political attitudes is destined gradually to replace...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Denis Lindon
June 15, 1959

Research papers

A note on the application of motivation research in a modern advertising agency (French)

The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: Graeme Cranch
June 15, 1957

Research papers

A note on the application of motivation research in a modern advertising agency

The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: Graeme Cranch
June 15, 1957