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Research papers

Price policy and price research (magazines)

The problem dealt with here arose from the quite practical question of what influence the selling price of a magazine has on sales . We wanted to see whether the economic principle that "raising the selling price always means danger of lessened...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: G. Gutjahr
June 15, 1972
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Citation

Gutjahr, G. (1972a, June 15). Price policy and price research (magazines). ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/price-policy-and-price-research-magazines-


Research papers

Application of discriminant analysis to the Italian readership survey data

The objective of this paper is to present an experiment conducted in Italy aiming at a more comprehensive use of the data of the Italian readership Survey (l.S.P.I,). The experiment had the scope to establish : - to what extent the audiences reached...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Gilberto Valentini
June 15, 1972
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Citation

Valentini, G. (1972a, June 15). Application of discriminant analysis to the Italian readership survey data . ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/application-of-discriminant-analysis-to-the-italian-readership-survey-data-


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: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970
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Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning. ANA - ESOMAR. Retrieved October 11, 2024, from


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


Research papers

Application of primary surveys and desk research to media planning (German)

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: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970
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Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning (German). ANA - ESOMAR. Retrieved October 11, 2024, from


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


Research papers

An analysis of the propagation of norms in illustrated periodicals

We have made an effort in this survey to examine the possibilities for establishing and describing the influence exerted on individuals by a large anonymous group with the aid of its communication media. The object of analysis are Illustrated...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Herbert Steiner, Maria Rita Girardi
August 1, 1967
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Citation

Steiner and Girardi (1967a, August 01). An analysis of the propagation of norms in illustrated periodicals. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/an-analysis-of-the-propagation-of-norms-in-illustrated-periodicals


Research papers

An analysis of the propagation of norms in illustrated periodicals (German)

We have made an effort in this survey to examine the possibilities for establishing and describing the influence exerted on individuals by a large anonymous group with the aid of its communication media. The object of analysis are Illustrated...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Maria Rita Girardi, L. K. Neffe, Herbert Steiner
August 1, 1967
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Citation

Girardi, Neffe and Steiner (1967a, August 01). An analysis of the propagation of norms in illustrated periodicals (German). ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/an-analysis-of-the-propagation-of-norms-in-illustrated-periodicals-german-


Research papers

Influence of method by measuring identification and image of advertisements

After lasting preliminary studies, since January 1962 the Research Institute of the "Schweizerische Gesellschaft fllr Marktforschung" is carrying out a periodical post-testing survey, the GfM-TREND. Thus, till now about 30 ,000 interviews have been...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Peter Smolensky
June 15, 1965
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Citation

Smolensky, P. (1965a, June 15). Influence of method by measuring identification and image of advertisements. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/influence-of-method-by-measuring-identification-and-image-of-advertisements


Research papers

The use of attitude scales in testing advertisements

The subject of today's talk gives me the opportunity to present to you the outline of a method which our advertising agency has been using for some months already. Considering the limits of time and also the subjects to be discussed today, I only...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: D. M. Delprat
June 15, 1965
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Citation

Delprat, D. M. (1965a, June 15). The use of attitude scales in testing advertisements. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/the-use-of-attitude-scales-in-testing-advertisements


Research papers

Are post-tests of print advertisements conducted on the right respondents

The main purpose of post-tests of magazine ads is evaluating how successful ads are in their communication task with magazine readers. Magazine readers, on the other hand, are quantified and analysed by means of readership surveys. One could,...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Jean Michel Agostini
June 15, 1965
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Citation

Agostini, J. M. (1965a, June 15). Are post-tests of print advertisements conducted on the right respondents. ANA - ESOMAR. Retrieved October 11, 2024, from


https://ana.esomar.org/documents/are-post-tests-of-print-advertisements-conducted-on-the-right-respondents