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Research papers
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Citation

van Vliet, J. L. (1980a, June 18). Report of the working group . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/report-of-the-working-group-


Research papers

Response to magazine and television advertising

This paper picks up the value of media questions on a product survey, a point made earlier in this section. It is also an example of a data bank leading to generalisations. These include comments on the way the two main media work. But in addition to...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Alan Smith
June 15, 1980
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Citation

Smith, A. (1980a, June 15). Response to magazine and television advertising . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/response-to-magazine-and-television-advertising-


Research papers

International advertising

Introductory paragraph to "International advertising" section of the book "Market researcher look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). International advertising . ANA - ESOMAR. Retrieved May 17, 2024, from


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


Research papers

Marketing adverting patterns

The analysis described in this paper is different from our other examples. It uses panel data, which is under-represented in this both. It treats advertising in the simplest possible terms - as cash expenditure. There is therefore little opportunity...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: James O. Peckham
June 15, 1980
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Citation

Peckham, J. O. (1980a, June 15). Marketing adverting patterns . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/marketing-adverting-patterns-


Research papers

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Colin McDonald
June 15, 1980
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Citation

McDonald, C. (1980a, June 15). What is the short-term effect of advertising? . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/what-is-the-short-term-effect-of-advertising-


Research papers

Miscellaneous

Introductory paragraph to "Miscellaneous" section of the book "Market researches look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Miscellaneous. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/miscellaneous


Research papers

How to adapt research techniques to design and asses image advertising

This paper proposes the thesis that corporate advertising is not a new type of advertising, but a relatively new application of normal advertising practice. It can successfully be planned and assessed with the techniques that have been developed for...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Alan Wolfe
June 15, 1980
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Citation

Wolfe, A. (1980a, June 15). How to adapt research techniques to design and asses image advertising . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/how-to-adapt-research-techniques-to-design-and-asses-image-advertising-


Research papers

Evaluation

Introductory paragraph to "Evaluation" section of the book "Market researchers look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Evaluation . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/evaluation-


Research papers

Advertising communication on behalf of a government body

This paper like the last is about Government advertising. This one concentrates on the tone or style of the campaign and on the decision to he serious or lighthearted. It is obviously not as ‘heavy’ in research terms but is as useful as an...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Francois de Montmarin
June 15, 1980
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Citation

de Montmarin, F. (1980a, June 15). Advertising communication on behalf of a government body . ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/advertising-communication-on-behalf-of-a-government-body-