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Research papers

Persuasive advertising

Marketers who wish to continually improve advertising productivity will begin to apply a Total Quality approach to the advertising development and management processes, using statistically sound (sales-related) measurement feedback at appropriate...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Margaret H. Blair
September 1, 1994
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Citation

Blair, M. H. (1994a, September 01). Persuasive advertising. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/persuasive-advertising


Research papers

Advertising testing measuring recall and persuasion

In recent times, simulated market models have been developed and validated to predict the penetration of new products in the real market situation. The copy quality input has been measured by two factors: the awareness and the persuasion. Copy tests,...

Catalogue: ESOMAR Congress 1987
Author: Anja Schweiker
Company: Burke, Inc.
September 1, 1987
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Citation

Schweiker, A. (1987a, September 01). Advertising testing measuring recall and persuasion. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/advertising-testing-measuring-recall-and-persuasion


Research papers

A radical approach to life style research in the definition of new publications and mass communication

This paper shows how a radically new approach to life style research can lead us to more effective and persuasive mass communications, and how to detect what kind of new publications will be viable and of high vitality.

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry
Authors: Michaël Burke, Bernard Cathelat
June 15, 1974
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Citation

Burke and Cathelat (1974a, June 15). A radical approach to life style research in the definition of new publications and mass communication. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/a-radical-approach-to-life-style-research-in-the-definition-of-new-publications-and-mass-communication


Research papers

Can a correlation of advertising to sales be demonstrated?

The title of this talk is "can a correlation of advertising to sales be demonstrated?" It will have some resemblance to the Edward Albee play "Who's Afraid of Virginia Woolf". That is, the title poses a question which the author has no intention of...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Charles Einer Anderson
June 15, 1965
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Citation

Anderson, C. E. (1965a, June 15). Can a correlation of advertising to sales be demonstrated?. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/can-a-correlation-of-advertising-to-sales-be-demonstrated-


Research papers

Significativity of the persuasion degree in the judgements expressed in the interviewing process, and a procedure for measuring it

The problem of evaluating judgements obtained by questioning is an open one. If such Judgements are to be used as a basis for market policy decisions, we must be certain they are valid. They must be differentiated and analysed. This should be based...

Catalogue: ESOMAR Congress 1964
Author: Herbert Flögel
June 15, 1964
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Citation

Flögel, H. (1964a, June 15). Significativity of the persuasion degree in the judgements expressed in the interviewing process, and a procedure for measuring it. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/significativity-of-the-persuasion-degree-in-the-judgements-expressed-in-the-interviewing-process-and-a-procedure-for-measuring-it