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Research papers

Towards making better new product ads

This paper reviews several recently-published studies, all of which provide practitioners with some research-based guidelines on how to make more effective new product advertising. These studies begin to fill a gap which has existed in the otherwise...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: David W. Olson
June 15, 1985
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Citation

Olson, D. W. (1985a, June 15). Towards making better new product ads. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/towards-making-better-new-product-ads


Research papers

Validation of copy: Testing measures based on in-market performance

This paper will describe a project recently undertaken in the United States to attempt to validate some commonly used copy testing measures. New Product commercials were chosen for study for two reasons: 1. in their own right, they represent a...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: David W. Olson
June 15, 1984
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Citation

Olson, D. W. (1984a, June 15). Validation of copy: Testing measures based on in-market performance. ANA - ESOMAR. Retrieved October 09, 2024, from


https://ana.esomar.org/documents/validation-of-copy-testing-measures-based-on-in-market-performance