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Research papers

TV viewing survey and forecast (French)

The advertiser's concern is to maximize the profitability of his advertising investment. Television tine slot selection several months before actual airing of a campaign is made difficult and uncertain due to quick fluctuations in the audiences. This...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Authors: Yves-Charles Quéroix, Ghislaine De Cagny
August 1, 1981
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Citation

Quéroix and De Cagny (1981a, August 01). TV viewing survey and forecast (French). ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/tv-viewing-survey-and-forecast-french-


Research papers

Tracking the shampoo market

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Alan Smith
June 15, 1981
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Citation

Smith, A. (1981a, June 15). Tracking the shampoo market. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/tracking-the-shampoo-market


Research papers

Advertising expenditure- advertising effect

The paper describes practical experience with a method for monitoring advertising effectiveness (Werbemonitor). The principle of this method lies in the continuous collection of specific advertising effectiveness measures from consumers at frequent...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Arthur Juchems
September 1, 1980
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Citation

Juchems, A. (1980a, September 01). Advertising expenditure- advertising effect. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/advertising-expenditure--advertising-effect


Research papers

Advertising expenditure- advertising effect (German)

The paper describes practical experience with a method for monitoring advertising effectiveness (Werbemonitor). The principle of this method lies in the continuous collection of specific advertising effectiveness measures from consumers at frequent...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Arthur Juchems
September 1, 1980
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Citation

Juchems, A. (1980a, September 01). Advertising expenditure- advertising effect (German). ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/advertising-expenditure--advertising-effect-german-


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: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Tony Twyman
June 15, 1980
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Citation

Twyman, T. (1980a, June 15). Are long-term effects possible or measurable? . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable-


Research papers

The evaluation of below-the-line activity by ad hoc field research

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Peter Sampson
June 15, 1980
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Citation

Sampson, P. (1980a, June 15). The evaluation of below-the-line activity by ad hoc field research . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/the-evaluation-of-below-the-line-activity-by-ad-hoc-field-research-


Research papers

United Kingdom

The paper points out that one result of sluggish economic growth in Britain over the past decade has been a similarly slow increase in advertising expenditure. Consequently, funds have been lacking for heavy investment in new media research services,...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Derek Bloom
June 15, 1980
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Citation

Bloom, D. (1980a, June 15). United Kingdom. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/united-kingdom-2016


Research papers

The page and the screen nourish each other

There has been growing demand from advertisers and advertising agencies for newspaper and magazine media owners to go beyond the normal measurement of audiences, and demonstrate the value of advertising in print - whether print is used on its own, or...

Catalogue: ESOMAR Monograph Series Vol.3: Print Media Research
Author: Guy Consterdine
June 15, 1980
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Citation

Consterdine, G. (1980a, June 15). The page and the screen nourish each other. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/the-page-and-the-screen-nourish-each-other


Research papers

Marketing adverting patterns

The analysis described in this paper is different from our other examples. It uses panel data, which is under-represented in this both. It treats advertising in the simplest possible terms - as cash expenditure. There is therefore little opportunity...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: James O. Peckham
June 15, 1980
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Citation

Peckham, J. O. (1980a, June 15). Marketing adverting patterns . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/marketing-adverting-patterns-