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Research papers

Can advertising pre-tests predict the longevity of advertising effects?

This paper starts by examining possible reasons for the lack of consistent in-market validation of advertising pre-tests. It is hypothesized that conventional pre-testing measures may not distinguish well between transitory and more permanent effects...

Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Max Blackston
September 1, 1995

Research papers

Corporations are people too

This paper develops and extends the author’s previous work on a theory of Brand Relationships. Based on the definition of a Brand Relationship as the interaction of the consumer's attitudes with those of the brand, an analytical framework for...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Max Blackston
June 15, 1992

Research papers

The use of transactional analysis in the development of a new brand's personality

We have attempted to address in an approach to measurement we have called 'Brand Diagnosis'. Our objectives in doing so were to combine the 'divergence' of a qualitative research methodology with a method of analysis which would simulate the...

Catalogue: Seminar 1983: New Product Development
Authors: Max Blackston, Margaret Holmes
Company: Marplan Forschungsgesellschaft mbH
November 2, 1983