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Research papers

A research prototype for developing and assessing a pan-european marketing strategy: A case history

This paper describes the contribution of multi-country market research studies to the development and implementation of a pan-European marketing strategy for a major international high technology firm. Previously, this firm had utilized a...

Catalogue: ESOMAR Congress 1989
Authors: Wayne T. Smith, Hal Hendler
September 1, 1989
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Citation

Smith and Hendler (1989a, September 01). A research prototype for developing and assessing a pan-european marketing strategy: A case history. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-research-prototype-for-developing-and-assessing-a-pan-european-marketing-strategy-a-case-history


Research papers

The ten planets of advertising

Do not expect form this paper an advertising lesson of a comparative study between German and French campaigns.The purpose here is simply to show you what the ten French advertising tendencies are today. As ten planets shining in the sky of...

Catalogue: ESOMAR Congress 1989
Author: Jacques Seguela
September 1, 1989
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Citation

Seguela, J. (1989a, September 01). The ten planets of advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-ten-planets-of-advertising


Research papers

The contribution of consumer research to the development of an international advertising campaign: The man from del Monte

This paper describes the major contribution made by consumer research to the development and evaluation of an international advertising campaign which has now run successfully in nine countries. The research contribution covers both pre-testing and...

Catalogue: ESOMAR Congress 1988
Author: D. Jerry Lovatt
September 1, 1988
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Citation

Lovatt, D. (1988a, September 01). The contribution of consumer research to the development of an international advertising campaign: The man from del Monte. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-contribution-of-consumer-research-to-the-development-of-an-international-advertising-campaign-the-man-from-del-monte


Research papers

Repositioning a brand to include the service element

This paper is designed to demonstrate the contribution of a major research programme on decisions about national and local communications policies as well as on the organization of field operations. The paper is subdivided in four parts. Part I...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Dick Hage
June 15, 1988
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Citation

Hage, D. (1988a, June 15). Repositioning a brand to include the service element. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/repositioning-a-brand-to-include-the-service-element


Research papers

Italy there's more to it

In the spring of 1986 tourism to Europe suffered a severe setback, political events and dramatic incidents concerning the Mediterranean area led to a seasonal drop of up to 50% from the North American market and substantial cancellations from other...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Alberto Denzler von Botha
May 4, 1988
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Citation

Denzler von Botha, A. (1988a, May 04). Italy there's more to it. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/italy-there-s-more-to-it


Research papers

Advertising strategy and media mix under control

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987
Author: Marc Vincent
September 1, 1987
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Citation

Vincent, M. (1987a, September 01). Advertising strategy and media mix under control. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-strategy-and-media-mix-under-control


Research papers

Chaste seductresses

This paper investigates the way that women respond to female images in advertising for fashion and beauty products. It sets out to analyse the kinds of portrayal of women which were most liked and therefore, by implication, which are probably the...

Catalogue: ESOMAR Congress 1987
Author: Heather Mulholland
September 1, 1987
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Citation

Mulholland, H. (1987a, September 01). Chaste seductresses . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/chaste-seductresses-


Research papers

The effects of publicity against heroin abuse

This paper describes a programme of research used to develop a campaign against heroin abuse in the UK and to evaluate its effects among young people and parents. The effects of the campaign in interaction with surrounding publicity and resultant...

Catalogue: ESOMAR Congress 1987
Authors: Fenella Tayler, Tony Twyman
September 1, 1987
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Citation

Tayler and Twyman (1987a, September 01). The effects of publicity against heroin abuse . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-effects-of-publicity-against-heroin-abuse-


Research papers

Advertising strategy and media mix under control (French)

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987
Author: Marc Vincent
September 1, 1987
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Citation

Vincent, M. (1987a, September 01). Advertising strategy and media mix under control (French). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-strategy-and-media-mix-under-control-french-