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Research papers

A new challenge about society

I shall not attempt to summarise the session papers, but will try to pass on to you some ideas I had when reading the papers in advance.

Catalogue: Seminar 1978: The Business Of Advertising
Author: Jacques Bonnafont
June 1, 1978
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Citation

Bonnafont, J. (1978a, June 01). A new challenge about society. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/a-new-challenge-about-society


Research papers

Corporate advertising

One of the hottest issues for advertisers and advertising agencies , in the USA as well as Europe, is now Corporate Advertising. This specific branch of advertising, which deals, not with selling products, but in building a Corporate Identity and a...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Marie-Reine de Jaham
June 1, 1978
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Citation

de Jaham, M. (1978a, June 01). Corporate advertising. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/corporate-advertising


Research papers

Determining advertising budgets using econometrics

The only rational way to set an advertising budget is to estimate as well as one can the likely sales and cost consequences of each of the range of feasible advertising expenditures and choose the one which maximises the future profit (or other...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Michael Stewart
June 1, 1978
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Citation

Stewart, M. (1978a, June 01). Determining advertising budgets using econometrics. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/determining-advertising-budgets-using-econometrics


Research papers
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Citation

Noordhoff, J. D. (1974a, May 01). Discussion opening on Mr. Batham's paper. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/discussion-opening-on-mr-batham-s-paper


Research papers

Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media

Our Basic Research Group was asked to improve decision making on advertising activities by marketing and advertising people by working out model concepts of the process of advertising effects as well as to develop adequate test procedures. Since...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Arthur Juchems
June 15, 1971
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Citation

Juchems, A. (1971a, June 15). Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/advertising-models-in-the-practical-application-for-decisions-on-advertising-content-and-creative-treatment-and-on-the-use-of-advertising-media


Research papers

Below-the-line promotion

During 1969 and 1970 a programme of research was undertaken at the University of Bradford Management Centre which explored some hitherto ignored aspects of below-the-line promotion. Part of this programme, the whole of which was initiated and...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Martin Christopher
June 15, 1971
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Citation

Christopher, M. (1971a, June 15). Below-the-line promotion. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/below-the-line-promotion


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: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Robin T. J. Tuck, W. G. B. Harvey
June 15, 1971
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Citation

Tuck and Harvey (1971a, June 15). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved April 29, 2024, from


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


Research papers

An outline of below-the-line

The purpose of the seminar is to advance thinking upon the research evaluation of 'below-the-line' expenditures. For while in respect of normal media advertising there is internationally a wide area of general understanding about techniques,...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: John Knecht
May 19, 1971
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Citation

Knecht, J. (1971a, May 19). An outline of below-the-line . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/an-outline-of-below-the-line-


Research papers

Copy research on holiday abroad

The paper deals with a large scale study on international travel. Although the results have not been tabulated yet, we did a preliminary analysis of the response to a question, addressed to a couple of hundred Britons who had been abroad on holiday...

Catalogue: Seminar 1967: Travel and Tourism
Authors: Howard Biggs, M Collins
November 23, 1967
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Citation

Biggs and Collins (1967a, November 23). Copy research on holiday abroad. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/copy-research-on-holiday-abroad