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Research papers

Advertising quality and market share

The increase of the quality of advertising offers an important possiblity to improve the success of a brand without costs being automatically increased. Pretest measures for commercials as e.g. the AD*VANTAGE test system are thus intensively used by...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Claudia Schmies, Raimund Wildner
Company: GfK
June 15, 1993
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Citation

Schmies and Wildner (1993a, June 15). Advertising quality and market share. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/advertising-quality-and-market-share


Research papers

Application of models to improve sales prognoses

The present contribution introduces a prognosis model developed by GfK Testmarktforschung especially for data out of micro test markets. This model allows the explicit consideration of measures of the marketing mix. This permits: 1. A prognosis even...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Raimund Wildner
Company: GfK
June 15, 1988
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Citation

Wildner, R. (1988a, June 15). Application of models to improve sales prognoses. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/application-of-models-to-improve-sales-prognoses