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Research papers

The contribution of consumer research to the development of an international advertising campaign: The man from del Monte

This paper describes the major contribution made by consumer research to the development and evaluation of an international advertising campaign which has now run successfully in nine countries. The research contribution covers both pre-testing and...

Catalogue: ESOMAR Congress 1988
Author: D. Jerry Lovatt
September 1, 1988
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Citation

Lovatt, D. (1988a, September 01). The contribution of consumer research to the development of an international advertising campaign: The man from del Monte. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-contribution-of-consumer-research-to-the-development-of-an-international-advertising-campaign-the-man-from-del-monte