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System 0 is the key to success with systems 1&2

In the past, implicit and explicit responses to stimuli were gauged in a testing (non-natural) environment.In the scientific community, people most often distinguish only between system1 and system2, and consequently have to put perception into...

Catalogue: Webinars 2020
Author: Jeff Ephraim Bander
Company: eye square
November 12, 2020

Research papers

Comments on the first session

Comment to the papers presented in the first session of the ESOMAR Seminar: "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Jacques E. Andriessens
June 15, 1973

Research papers

I did not hear you the fist time

This paper demonstrates the use of econometrics in the researchenvironment. Traditional media econometrics has used a decayed TVRapproach to account for the effects of advertising. This has helped deliverquantification, and in some instances the...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Tim Foley, Chris Mee
Companies: integral, OmnicomMediaGroup, ,
November 1, 2000


Marketing and research today (August 1990)

The first paper of this issue is provocative! It was originally made at anESOMAR seminar on financial marketing but is relevant to any marketingbased on research. It renounces our myopic practice to evaluate too few options for every decision in the...

Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
August 1, 1990

Research papers

The use of qualitative research in the development of effective advertising

This paper outlines how the authors use qualitative research on rough anamatic commercials to develop finished advertising films. It describes the way in which we believe research should be used and tries to spell out the principles upon which the...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: David Cowan, Chris Cowpe
September 1, 1976

Research papers

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Tony Twyman
June 14, 1978