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Research papers

Beyond the rocking chair

At a recent conference in New York on the issue of age stereotypes, the spokesperson said: "Old people are ugly, decrepit, stupid, forgetful, toothless, sexless after sixty-five, ready to fall off the conveyor belt of life... this is the way the...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Rena Bartos
June 15, 1981
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Citation

Bartos , R. (1981a, June 15). Beyond the rocking chair. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/beyond-the-rocking-chair


Research papers

Evaluation of a corporate image campaign

Many corporations have begun intensive advertising campaigns to improve their public images. These programs involve taking a strong stand on matters of public policy. This paper will examine two diverse approaches to the problem. One company has...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Malcolm B. Ochs
June 15, 1981
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Citation

Ochs , M. B. (1981a, June 15). Evaluation of a corporate image campaign. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/evaluation-of-a-corporate-image-campaign


Research papers

Development of the product and corporate image of a radio station

The marketing objectives and programming output for a radio station never remain the same, neither do the problems. But the research programme set up in 1979 has proved to be an accurate and flexible instrument. Radio Tele Luxembourg is firmly...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Bruce Roberts, Malcom R. Mather
Company: Gallup International Association
June 15, 1981
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Citation

Roberts and Mather (1981a, June 15). Development of the product and corporate image of a radio station. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/development-of-the-product-and-corporate-image-of-a-radio-station


Research papers

Tracking the shampoo market

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Alan Smith
June 15, 1981
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Citation

Smith, A. (1981a, June 15). Tracking the shampoo market. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/tracking-the-shampoo-market


Research papers

The public relations activities of industrial associations in Western Europe, the United States and Japan

This paper highlights the principal findings from this multi-national research effort. Particular attention is focused on the need for such data; the differences and similarities between industrial association and corporation public relations...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: James Culley
June 15, 1981
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Citation

Culley, J. (1981a, June 15). The public relations activities of industrial associations in Western Europe, the United States and Japan. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/the-public-relations-activities-of-industrial-associations-in-western-europe-the-united-states-and-japan


Research papers

A panel for mutual communication

A panel that has been in operation for about three years shows how a simple and inexpensive method can supply three market partners, manufacturers, dealers and advertising agencies - with valuable, down-to-earth in- formation quickly and discreetly.

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Jörg Rehorn
June 15, 1981
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Citation

Rehorn, J. (1981a, June 15). A panel for mutual communication. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/a-panel-for-mutual-communication


Research papers

Advocacy advertising as a strategy of corporate external communications

Advocacy advertising is a subset of corporate institutional advertising and is concerned with the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the position and interest of the...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: S. Prakash Sethi
June 15, 1981
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Citation

Sethi , S. (1981a, June 15). Advocacy advertising as a strategy of corporate external communications. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/advocacy-advertising-as-a-strategy-of-corporate-external-communications


Research papers

Initiators of ideas as well as proponents of particular positions on current issues, are all part of a concept sector whose members are, or should be employing the marketing process

This paper explores a sector of the economy believed to be at the threshold of a fascinating emergence. The sector is constituted of those institutions sponsoring ideas and social issues concepts in contrast to organizations purveying goods and...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Seymour H. Fine
June 15, 1981
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Citation

Fine , S. H. (1981a, June 15). Initiators of ideas as well as proponents of particular positions on current issues, are all part of a concept sector whose members are, or should be employing the marketing process. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/initiators-of-ideas-as-well-as-proponents-of-particular-positions-on-current-issues-are-all-part-of-a-concept-sector-whose-members-are-or-should-be-employing-the-marketing-process


Research papers

The degree of information in advertisements

The degree of information contained in advertisements currently is a hot issue. Some consider it part of the social responsibility of marketing people not to publish only 'empty' advertisements, others have stated that more informative advertisements...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Costa Tchaoussoglou, Rob R. van den Heuvel, Jetty M. M. Plasschaert
June 15, 1981
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Citation

Tchaoussoglou , van den Heuvel and Plasschaert (1981a, June 15). The degree of information in advertisements. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/the-degree-of-information-in-advertisements