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Research papers

The development of a funding strategy for municipal culture managers

When considering municipal culture institutions from a public service point of view, it should be remembered that the needs of the population are infinite and that no cultural program is capable of satisfying all the segments which exist. Faced with...

Catalogue: Seminar 1990: Research And Marketing For The Arts
Authors: Josep Chias, Javier Creus
June 15, 1990

Research papers

Quality control system for on-air advertising

Often a Company discovers that it has not obtained the hoped-for results from its advertising investment when it is already too late. Sometimes a Company wonders whether it might not have obtained the same results with a smaller or different type of...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Mirella Leonardi
June 15, 1990

Research papers

Global communication (French)

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989

Research papers

The press conference is not enough

The paper draws attention to the poor perceptions of public relations by both practitioners themselves and their clients, examines the reasons for this and postulates that the adoption of professionally conducted research and planning will go some...

Catalogue: ESOMAR Congress 1989
Author: Gillian S. Greenway
September 1, 1989

Research papers

Global communication

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989

Research papers

The successful aiming of communication at the new generation of retirees (French)

"NOTRE TEMPS" came into the world twenty years ago... in May 1968! Today's generation of retirees has nothing in common with that of 1968. Yet many of the economic decision-makers of 1988 when they speak of today's retirees, evoke memories of their...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gilles de Courtivron
June 15, 1989

Research papers

The successful aiming of communication at the new generation of retirees

"NOTRE TEMPS" came into the world twenty years ago... in May 1968! Today's generation of retirees has nothing in common with that of 1968. Yet many of the economic decision-makers of 1988 when they speak of today's retirees, evoke memories of their...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gilles de Courtivron
June 15, 1989

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

Changing the name of a newspaper

The 'Gelderlander' is the largest regional newspaper in the Netherlands. One of the major editions (circulation 36.000 copies) is distributed inthe city of Arnhem (20 kilometers to the north of Nijmegen) and its surrounding area. For historical...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Authors: Filip van Dijk, Leendert van Meerem
November 25, 1987