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Research papers

Using continuous consumer panels for established brand advertising strategy testing

Managing the advertising function for established brands requires an understanding of the nature of the advertising-sales relationship. Historically, both experimental and non-experimental approaches have been used to investigate this relationship,...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Author: Jan Willem Bol
June 15, 1987

Research papers

How retailers can profit from scanners

This paper investigates the impact of scanner data on retailers and the uses retailers have made or can yet make of this data. Although scanners are used in many different retailer and wholesaler environments, the focus here is on the development of...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth
Authors: Jan Willem Bol, Thomas W. Speh
June 4, 1986

Research papers

Strategies for analysing scanner data for publishers

The objectives of this paper are to detail the experiences in developing and using scanner-based systems and to demonstrate how these systems have influenced marketing and marketing research in general. The central focus of this paper is a discussion...

Catalogue: Seminar 1985: Quality In Publishing
Author: Jan Willem Bol
November 27, 1985

Research papers

Strategies for utilizing single source consumer panel records (product bar codes) to determine effective media frequency

This paper describes a new technology that will potentially improve specificity in targeting advertising. After a long period of little industry attention, the effective targeting of advertising has recently been given greater priority by the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Jan Willem Bol, Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1984