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Research papers

Experiments in copy-testing

This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Heinz Alpers
June 15, 1980
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Citation

Alpers, H. (1980a, June 15). Experiments in copy-testing. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/experiments-in-copy-testing


Research papers

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Friedrich A. Rode
June 15, 1980
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Citation

Rode, F. A. (1980a, June 15). Application of primary surveys and desk research to media planning . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning-


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
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Citation

Kasari, H. J. (1980a, June 15). TV show loyalty in Finland . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/tv-show-loyalty-in-finland-


Research papers

Advertising and promotional policy and research on its effectiveness

The subject here is a newspaper, treated not as an advertising medium but as a product to be promoted. The approach is simple and down to earth. The whole cycle is described, from a description of the product and its users to the determination of...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Basilio Riesco
June 15, 1980
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Citation

Riesco, B. (1980a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/advertising-and-promotional-policy-and-research-on-its-effectiveness-


Research papers

The choice among media

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Marcel Marc, Jacques Durand
June 15, 1980
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Citation

Marc and Durand (1980a, June 15). The choice among media . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-choice-among-media-


Research papers

Practical frameworks for advertising and research

Not many researchers started as copywriters. And few of these can be as lucid about research as is the following paper. An historical and practical review of advertising theories sets the scene. It reminds us that methods which worked in one...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Mary Tuck
June 15, 1980
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Citation

Tuck, M. (1980a, June 15). Practical frameworks for advertising and research . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/practical-frameworks-for-advertising-and-research-


Research papers

The recognition and systematic study of phenomena of diffusion or contagion

In the times in which we live, there is perhaps no problem so fundamental, and which yet is so little taken into account in marketing research, as that of the effects of personal communication in all its diverse forms. While the idea of the existence...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Marc Vincent
June 15, 1980
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Citation

Vincent, M. (1980a, June 15). The recognition and systematic study of phenomena of diffusion or contagion . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-recognition-and-systematic-study-of-phenomena-of-diffusion-or-contagion-


Research papers

Introduction

The book reproduces and comments on a selection of ESOMAR papers. They have been chosen to represent the most useful research methods and the most illuminating case histories.

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Simon Broadbent
June 15, 1980
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Citation

Broadbent, S. (1980a, June 15). Introduction. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/introduction-1945


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980
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Citation

Tuck and Harvey (1980a, January 01). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895