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Research papers

The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising

This paper summarises a market research programme that was carried out before, during and after the Martini 'Wonderful World' promotion in England in the spring of 1975. In our experience it is all too often true that promotional material is...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: Michael J. Franklin, David Wilding
June 15, 1976
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Citation

Franklin and Wilding (1976a, June 15). The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising . ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/the-use-of-market-research-as-positive-aid-to-improving-promotional-strategy-execution-and-evaluation-within-a-total-communication-concept-and-specifically-in-relation-to-advertising-


Research papers

Recent trends and future considerations for the promotions industry

In considering what might happen to the promotions industry in the future, it is essential to go back to the latter part of 1973 at the start of the economic crisis and continuing period of difficult marketing and trading conditions. It is important...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Michael J. Franklin
June 15, 1976
×

Citation

Franklin, M. J. (1976a, June 15). Recent trends and future considerations for the promotions industry . ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/recent-trends-and-future-considerations-for-the-promotions-industry-