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Research papers

Introduction

The objective of this seminar is to bring together marketing people, marketing researchers, promotions people, and people from the trade, and to try to establish a conceptual framework by an exchange of their different points of view.

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Jacques E. Andriessens
June 15, 1976
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Citation

Andriessens, J. E. (1976a, June 15). Introduction. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/introduction-1504


Research papers

Survey on the consumer's attitude towards coupons in France

This study was conducted in France to obtain a better knowledge on the consumer's attitude towards couponing promotions. Similar studies were conducted by NIELSEN in other countries (United Kingdom and United States) and it is interesting to make...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Jean Barrault
Company: Nielsen
June 15, 1976
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Citation

Barrault, J. (1976a, June 15). Survey on the consumer's attitude towards coupons in France. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/survey-on-the-consumer-s-attitude-towards-coupons-in-france


Research papers

The contribution of psychographic research to promotion

The purpose and the nature of this memo is a very practical one: it is to show how we tried to make better decisions on promotions by reinforcing the classic judgemental approach with an inter-subjective research oriented approach (based on consumer...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: E. Petit Damico, Wolfgang Noll
June 15, 1976
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Citation

Petit Damico and Noll (1976a, June 15). The contribution of psychographic research to promotion . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-contribution-of-psychographic-research-to-promotion-


Research papers

Some examples of research on bio-tex promotion

The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: John Knecht, Marten Rook
June 15, 1976
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Citation

Knecht and Rook (1976a, June 15). Some examples of research on bio-tex promotion. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/some-examples-of-research-on-bio-tex-promotion


Research papers

The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising

This paper summarises a market research programme that was carried out before, during and after the Martini 'Wonderful World' promotion in England in the spring of 1975. In our experience it is all too often true that promotional material is...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: Michael J. Franklin, David Wilding
June 15, 1976
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Citation

Franklin and Wilding (1976a, June 15). The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-use-of-market-research-as-positive-aid-to-improving-promotional-strategy-execution-and-evaluation-within-a-total-communication-concept-and-specifically-in-relation-to-advertising-


Research papers

At least sixty percent of promotion material is wasted!

Our study was based on representative samples of important groups of the food trade: 50 interviews among wholesale companies: 50 interviews among central offices of chains and 333 interviews among retailers with an annual sales volume of DM 200.000...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Wolfgang Schaefer
Company: Schaefer market research GmbH
June 15, 1976
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Citation

Schaefer, W. (1976a, June 15). At least sixty percent of promotion material is wasted!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/at-least-sixty-percent-of-promotion-material-is-wasted-


Research papers

The use of micro market testing in the evaluation of alternative promotional strategy

This paper reviews Mini-Test Market experience in the field of consumer promotions testing and concludes that pre-evaluation of alternative promotions or indeed of any alternative marketing action needs a valid test method which in turn offers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Tom Blackett
June 15, 1976
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Citation

Blackett, T. (1976a, June 15). The use of micro market testing in the evaluation of alternative promotional strategy . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-use-of-micro-market-testing-in-the-evaluation-of-alternative-promotional-strategy-


Research papers

Recent trends and future considerations for the promotions industry

In considering what might happen to the promotions industry in the future, it is essential to go back to the latter part of 1973 at the start of the economic crisis and continuing period of difficult marketing and trading conditions. It is important...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Michael J. Franklin
June 15, 1976
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Citation

Franklin, M. J. (1976a, June 15). Recent trends and future considerations for the promotions industry . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/recent-trends-and-future-considerations-for-the-promotions-industry-


Research papers

Utilization of the Nielsen panel for evaluation of promotions

In starting to write this paper, I had some doubts: "Should I really talk to an Assembly of Researchers and Professionals of the Promotion about distribution checks, consumer sales and other basic items?" A short review of a few dozens of promotion...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Pierre Strauch
Company: Nielsen
June 15, 1976
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Citation

Strauch, P. (1976a, June 15). Utilization of the Nielsen panel for evaluation of promotions . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/utilization-of-the-nielsen-panel-for-evaluation-of-promotions-