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Research papers

Application of a new theory to allow a better definition, control and measurement of advertising strategies

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done.2....

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Marc Vincent
November 28, 1973
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Citation

Vincent, M. (1973a, November 28). Application of a new theory to allow a better definition, control and measurement of advertising strategies. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/application-of-a-new-theory-to-allow-a-better-definition-control-and-measurement-of-advertising-strategies


Research papers

Can research join in the creative process?

In this paper we are presenting a view of what is for us so far the best approach to research in the creative process. We are doing this because we believe there may be many others who work in the same way as we do, more or less by instinct. It may...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: Robin T. J. Tuck, Jill Firth
November 28, 1973
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Citation

Tuck and Firth (1973a, November 28). Can research join in the creative process?. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/can-research-join-in-the-creative-process-


Research papers

Life style and conventional research in Silvikrin concept

The women haircare market is one of Britain's most competitive, with activity at its most intense in the shampoo and hairspraysectors, whose rapid growth in recent years has been brought about by heavy advertising and promotional investment. In the...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: C. C. Auld
November 28, 1973
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Citation

Auld, C. C. (1973a, November 28). Life style and conventional research in Silvikrin concept . ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/life-style-and-conventional-research-in-silvikrin-concept-


Research papers
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Citation

Cowan, D. (1973a, June 15). Comments on the third session and on the conference in general. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/comments-on-the-third-session-and-on-the-conference-in-general


Research papers

The nature and pattern of advertising and related research

The Marketing Communications Research Unit at Cranfield School of Management is currently conducting a long term empirical study of the Measurement of Advertising Effectiveness. It is sponsored by some 20 major organisations in the U.K., covering...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: David Corkindale, Sherril Kennedy
June 15, 1973
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Citation

Corkindale and Kennedy (1973a, June 15). The nature and pattern of advertising and related research. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/the-nature-and-pattern-of-advertising-and-related-research


Research papers

From research to creation

The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Henri Joannis
June 15, 1973
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Citation

Joannis, H. (1973a, June 15). From research to creation. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/from-research-to-creation


Research papers

The development of advertising for Martini in the UK

The purpose of this paper is to define the process which led to the development of the Martini campaign and identify the problems involved in the use of market research at each stage

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: David Wilding
June 15, 1973
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Citation

Wilding, D. (1973a, June 15). The development of advertising for Martini in the UK. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/the-development-of-advertising-for-martini-in-the-uk


Research papers

How simple elicitation helped solve an advertising problem

We had hoped in this written paper to give you full details of how research helped us to solve a given advertising problem. What we have decided to do is to outline in this paper the general structure of the problem we had to solve. The research we...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: Elizabeth Fallaw, Mary Tuck
June 15, 1973
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Citation

Fallaw and Tuck (1973a, June 15). How simple elicitation helped solve an advertising problem. ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/how-simple-elicitation-helped-solve-an-advertising-problem


Research papers

Summary of the 2nd day's proceedings

The author summarises the most interesting series of papers and discussions of the 2nd day of the ESOMAR Seminar "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Francis Harmar Brown
June 15, 1973
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Citation

Harmar Brown, F. (1973a, June 15). Summary of the 2nd day's proceedings . ANA - ESOMAR. Retrieved December 08, 2023, from


https://ana.esomar.org/documents/summary-of-the-2nd-day-s-proceedings-