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Research papers

A manufacturer's approach to the problems of varieties within a brand range

This paper will discuss some of the considerations that a manufacturer of strongly branded food products takes into account when facing the opportunities and problems of extending the range of varieties presented by a single brand. It offers no grand...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers
Author: B. Thorogood
August 1, 1975

Research papers

The integration of advertising research

The investigation of consumer penetration factors which can be said to be associated with advertising, and the buying of products, are familiar subjects. They are perhaps less familiar to us when studied in relation to advertising expenditure (which...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: R. D. Godwin, B. Thorogood
June 15, 1965