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Research papers

New ways with old money

In this paper, we look at the contrast between the financial position of the over-50s in Britain, and the position of the younger generation. In spite of almost universal reports of economic recession, and shortage of money to spend on consumer...

Catalogue: Seminar 1991: The Over 50's In The 90's
Authors: Douglas Kerr, Brendan Llewellyn
June 15, 1991

Research papers

Marketing at the Opera

In 1988 De Nederiandse Opera initiated a marketing strategy. The first action that was undertaken was a large scale marketing investigation among our audience. We had a number of reasons for this investigation. Most important was that we felt we had...

Catalogue: Seminar 1990: Research And Marketing For The Arts
Authors: Truze M. Lodder, Jozsi Toth
Company: Motivaction International B.V.
June 15, 1990

Research papers

Brand loyalty patterns in different product areas

In the present paper, a behavioural measure is used to describe loyalty in different product areas. The measures derive from a large study comprising more than 600 branded consumer goods, for which information about purchasing, place of purchase,...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Authors: Hugo Tranberg, Flemming Hansen
June 15, 1985

Research papers

Loyalty of viewing

The viewing loyalty analyses discussed in this paper have a strong implication on the fact that there is a lot of information worthwhile knowing beyond tv programme ratings as such. After establishing benchmarks, media planner's daily routine will...

Catalogue: Seminar 1982: Improving Media Research
Author: Heikki J. Kasari
June 15, 1982

Research papers

TV show loyalty in Finland

This is a companion paper to Goodhardt (1968) which was referred to in the introduction to Hulks and Thomas (1973). The Finnish data is however presented in a different way and makes a case for peoples’ loyalty to some shows, while Goodhardt...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Heikki J. Kasari
June 15, 1980

Research papers

What do readers do when their newspapers and weeklies fail?

In 1977 we had in Denmark a labour dispute giving stoppages in the publishing of dailies for a period of 3 weeks and irregularities in the publishing of weeklies. This happens every second year, but in 1977 it was a special situation as the greatest...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Sigurd Bennike
November 1, 1979

Research reports

Qualitative research on animatics for Oxo advertising

The 'Only Oxo Does It' campaign has run on TV sinceFebruary 1978.Although. this current campaign appears to beperforming well, there is obviously a need forlonger-term development in order to refresh theOxo proposition. As far as the TV campaign...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1979

Research papers

Tv show loyalty in Finland

The success of a television show can be described with the same concepts as the success of a brand of a product. Cumulative penetration applies to both, share of repeat- buyers equals to the share of repeat-viewers , brand loyalty to programme...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Heikki J. Kasari
March 1, 1979

Research reports

Research on picture cards

Brooke Bond has been operating picture cards in their Tea since1954, and it la hypothesized that these cards could have animportant if the subtle effect on loyalties to the brand. Researchis required to teat out the hypothesis and generally to...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 6, 1976