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Research papers
Unravelling the advertising response function
Since 1980 Cadbury Schweppes Australia has been involved with an ongoing programme of advertising research. This paper reports analysis of a data-set of the reactions of target market viewers to 339 finished television commercials using the Viewer...
Catalogue: ESOMAR Congress 1988
Author: Michael F. Cramphorn
September 1, 1988
Research papers
The effective use of the tools of analysis by marketing-mix
The problem of identifying consumer-reaction to different variables and in particular to those of pricing policy cannot be solved through the traditional approaches used up till now. We put forward here elements of the answer to the fundamental...
Catalogue: ESOMAR Congress 1988
Author: Rudolf Lewandowski
September 1, 1988
Research papers
Scanning scanning opportunities
This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using...
Catalogue: ESOMAR Congress 1988
Authors: Frans W. Plat, Peter S.H. Leeflang
September 1, 1988
Research papers
10 year's experience in using marketing models for new product development in Asia Pacific
Unilever has been actively launching new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing...
Catalogue: ESOMAR Congress 1988
Authors: Roger M. Brookin, Oscar Schneersohn
Company: Unilever
September 1, 1988
Research papers
Advertising effectiveness and marketing productivity where the market cannot afford too much electronic wizardry: The experience of creating and running a single source panel in India
Electronic technology has introduced the personal TV meter and product pack scanning and other devices into sophisticated measurement of advertising and product purchasing. The costs are too high for the methodology to be used in many countries and...
Catalogue: ESOMAR Congress 1988
Authors: Debi Prokash Basu, John Parfitt
September 1, 1988
Research papers
Creating the products the market wants... complications: Temptations and solutions!
Some companies seem, somehow, to have developed a flair for creating those products we all want to buy. How can they consistently hit the market so well ? If we analyze their success, it is disappointingly simple. There is no magic formula! They...
Catalogue: ESOMAR Congress 1988
Author: Jean Philippe Deschamps
September 1, 1988
Research papers
Diamonds
The measurement of acquisition of jewellery containing new diamonds by consumers in the major jewellery markets worldwide forms a key part of the monitoring process undertaken by the CSO in order to plan the flow of rough diamonds from the producers...
Catalogue: ESOMAR Congress 1988
Authors: Rita Gallinari, Stephen Kelly
September 1, 1988
Research papers
New research possibilities by computerised personal interviewing
From telephone interviewing and then computer assisted telephone interviewing (CATI) the last few years have brought along two new systems of datacollection by means of personal interviews. One is the Telepanel-system, which consists of a random...
Catalogue: ESOMAR Congress 1988
Authors: Leo van Doorn, Theo Hess
Company: NIPO
September 1, 1988
Research papers
