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Research papers

Visible success

The Office Products Market in Europe is characterised by a complex distribution structure and multiple sales channels. Up to seven layers of distribution for some consumable products add significantly to prices paid by the end user. Our client, a...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Joe Seydel
June 15, 1994

Research papers

Valuing in-store marketing

The P.R.I.S.M. Initiative has established an in-store media approach that can use traffic measurement inside a few stores to estimate traffic inside all stores in a chain by modeling the relationship between traffic and sales, moderated by store and...

Catalogue: WM3 2007
Author: Kathryn Young
Companies: Nielsen, Procter & Gamble
June 3, 2007

Research papers

Cross media optimization

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limitations inherent in traditional approaches to...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Author: Rex Briggs
June 16, 2004

Research papers

The artificial creativity project

Science showed that 70% of communication is about its creative content not marketing power. Traditional research however measures just rational requirements. This presentation is a call-to-action - a call to combine all research and analysis sources...

Catalogue: Congress 2017: Visionary
Authors: Frank Buckler, Graeme Newell
August 27, 2017

Research papers

The impact on marketing research Of MMIS and scanning data

This paper is on the sales and marketing information needs that such scanner data now makes available to manufacturers and retailers and the MMIS required to exploit these data.

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Authors: R. G. Whyte, T. MacNeary
June 15, 1987

Research papers

A long engagement

Over 40 years ago Bass and Parsons declared that measuring the impact of advertising on sales is the most difficult and controversial problem in marketing. While still a challenge today, measurement of the effect of advertising has progressed....

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator
Author: Jennifer Taylor
October 21, 2010

Research papers

Managing circulation sales in the United States

Many factors have influenced magazine publishing and circulation strategies, particularly the emergence of commercial television. These have lead to the development of special interest publications and an emphasis on selective circulation marketing....

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Kurt J. Burghardt, Roger M. Loeb
Company: Nielsen
August 1, 1975

Research papers

The new shopper journey touchpoints

Great change is now unfolding in the retail sector, with social media and mobile commerce driving whole new opportunities for the businesses involved in retail. With great innovation, however, comes great uncertainty. Many businesses are struggling...

Catalogue: Insights 2011: A New World Order In Shopper Marketing
Author: Danielle Pinnington
March 1, 2011

Research papers


The subjects we discuss in this seminar influence major marketing decisions - but are still controversial. Simple, practical assumptions or theories govern most of our decisions in designing, testing and evaluating our marketing activities. But these...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Simon Broadbent
June 15, 1991