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Research papers

Researching different promotional approaches

This paper attempts to describe: A) Different current approaches to promotional campaigns by multi-national pharmaceutical companies; B) Different approaches to researching these campaigns; C) A proposed method of research which minimises cost but...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research
Author: Colin N. Maitland
September 1, 1981
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Citation

Maitland, C. N. (1981a, September 01). Researching different promotional approaches. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/researching-different-promotional-approaches


Research papers
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Citation

D'Estaing , O. G. (1981a, June 15). Address. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/address


Research papers

Area tests and consumer surveys to measure advertising effectiveness

The problem considered here is the measurement of advertising effectiveness, especially when the results are to be used to help decide how much to spend and what media types to use. We have found two techniques useful: area tests; and consumer...

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

Segnit and Broadbent (1980a, June 15). Area tests and consumer surveys to measure advertising effectiveness . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness-


Research papers

Planning advertising strategy

Here we are reminded again that technical expertise in conducting research is not the criterion by which its usefulness is judged. Research alone may not indicate the correct action and it is not just interpretation which must be added, or even a...

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

Yankelovich, D. (1980a, June 15). Planning advertising strategy. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/planning-advertising-strategy


Research papers

A dynamic response model

A partial problem at the planning of market communication is to make an optimal media choice. A decision model of an optimal media choice is called a media choice model and the formulation of such a model should take its out spring in an individual...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Lars Grønholdt
June 15, 1980
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Citation

Grønholdt, L. (1980a, June 15). A dynamic response model. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/a-dynamic-response-model


Research papers

Control of image and of results of advertising in the insurance market

The application of opinion research for controlling results of advertising and for decision making of planning and realising advertising campaigns in the insurance market is shown by a case study.

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Heinz J. Zeilhofer
June 15, 1977
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Citation

Zeilhofer, H. J. (1977a, June 15). Control of image and of results of advertising in the insurance market. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/control-of-image-and-of-results-of-advertising-in-the-insurance-market


Research papers

Control of image and of results of advertising in the insurance market (German)

The application of opinion research for controlling results of advertising and for decision making of planning and realising advertising campaigns in the insurance market is shown by a case study.

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Heinz J. Zeilhofer
June 15, 1977
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Citation

Zeilhofer, H. J. (1977a, June 15). Control of image and of results of advertising in the insurance market (German). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/control-of-image-and-of-results-of-advertising-in-the-insurance-market-german-


Research papers

Future ways of communicating with doctors- Analysis of properties and demands of one market

My aim has been to try very cursory to explain why I consider changes necessary, I would, on the basis of an analysis of the Swedish market, like to: A) present important properties of the Swedish Market and the demands which the Swedish Market...

Catalogue: Seminar 1977: Foresight Or Hindsight?
Author: S. A. Ekedahl
March 1, 1977
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Citation

Ekedahl, S. A. (1977a, March 01). Future ways of communicating with doctors- Analysis of properties and demands of one market. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/future-ways-of-communicating-with-doctors


Research papers

Summary of the 2nd day's proceedings

The author summarises the most interesting series of papers and discussions of the 2nd day of the ESOMAR Seminar "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Francis Harmar Brown
June 15, 1973
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Citation

Harmar Brown, F. (1973a, June 15). Summary of the 2nd day's proceedings . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/summary-of-the-2nd-day-s-proceedings-