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Research papers

Marketing advertising patterns

This paper is based on retail store audits covering the consumer sales movement of 101 established brands of food, household and toiletry products over a seven to ten year period ending 1970-1972. Consumer sales are expressed as a share of market for...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: James O. Peckham
September 1, 1974
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Citation

Peckham, J. O. (1974a, September 01). Marketing advertising patterns . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/marketing-advertising-patterns-


Research papers

Patterns in the ways that advertising works

The paper has been developed as a generalisation of the conditions where certain methods, advice and cautions are in order on the choice and interpretation of research. Two main ideas are brought out: the importance of the product to a person and the...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Charles W. Clunies-Ross
Company: Nestlé
June 15, 1967
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Citation

Clunies-Ross, C. W. (1967a, June 15). Patterns in the ways that advertising works. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/patterns-in-the-ways-that-advertising-works


Research papers

Should advertisements be "believable" or "convincing"?

"Importance" and "believability" rank highest in Alfred Politz' scale of what is efficient advertising, with "uniqueness" in third position. Now, if the relationship between these three criteria is in fact of the kind Politz stated, then the exact...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Wolfgang Schaefer
June 15, 1965
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Citation

Schaefer, W. (1965a, June 15). Should advertisements be "believable" or "convincing"?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/should-advertisements-be-believable-or-convincing-