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Revue Française du Marketing 2003 (N.191)

Les thèmes abordés dans ce premier numéro de l'année 2003, sontd'une extrême diversité. Toutefois ils peuvent être organisés en trois groupes distincts.Le premier groupe porte sur l'évolution des techniques publicitaires...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

January 1, 2003

Marketing for public radio in competition

The paper consists of two parts. The first one describes the quantitative use of radio on the basis of representative surveys in Germany. According to topical data radio listening in the eastern part of the country is significantly higher than in the...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Josef Eckhardt

June 15, 1993

Promoting media advertising against promotion spending

The forces affecting brand marketing have resulted in many changes in recent years and will continue to do so at an accelerated rate over the next 5-10 years. One clear and damaging manifestation of these changes, not just from a publisher's...

Catalogue: Seminar 1993: Competition In Publishing

Author: Alan Smith

June 15, 1993

Optimum stimulation level and means-end hierarchies

The main objectives of this article are twofold: first, to illustrate the full range of potentialities of this new approach regarding consumers' segmentation, product positioning and advertising strategies; second, to highlight the close connections...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Pierre Valette-Florence, Bernard Rapacchi

June 15, 1993

Opel case study of integrated marketing communication

The quality of the products and the level of the creative being more or less equal in the highly competitive automotive marketplace, it is essential to figure out a way to break through the media and advertising clutter today's consumer is exposed...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Dick Hage

June 15, 1992

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Alan Smith

June 15, 1991

Readership moods with French news magazines

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Daniel Adam, F. Laurent

September 1, 1990

Readership moods with French news magazines (French)

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Daniel Adam, F. Laurent

September 1, 1990

Selecting advertising routes for older target audiences (more than one way to skin a cat)

Our paper describes TBWA's approach to analysing advertising and how it can be used to isolate the different ways of communicating most effectively to old people as various brands' messages differ. The approach basically involves splitting the...

Catalogue: Seminar 1989: The Untapped Gold Mine

Authors: Jane Fiori, Patrick Peigne

June 15, 1989