Resources Library by ANA

Advertising pressure (German)

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: S. Geiger, Otmar Ernst

June 15, 1971

Measurement of the competitive pressure of advertising campaigns

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Dieter Müller-Veeh

September 1, 1970

Criteria of decision on media-mix

The paper shows the problems of deciding on media-mix, which is one of the most difficult marketing measures. Although most media analyses are so-called multi-media-analyses, they do not provide the vital data dealing with the completely different...

Catalogue: Seminar 1978: The Business Of Advertising

Authors: Rolf Speetzen, Wilfried Wenzel

June 15, 1970

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January 1, 1970