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Research papers

Making molehills out of mountains: How major U.S. agencies are dealing with data overload

A survey of media departments in major U.S. advertising agencies examined the issue of data access, a topic that is becoming increasingly important as more and more data are made available. Issues considered included what users currently know about...

Catalogue: Seminar 1990: How To Cope With Data Overload
Author: Helen Katz
June 15, 1990
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Citation

Katz, H. (1990a, June 15). Making molehills out of mountains: How major U.S. agencies are dealing with data overload . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/making-molehills-out-of-mountains-how-major-u-s-agencies-are-dealing-with-data-overload-


Research papers

Test marketing and simulation

The key elements to measure in a test market are: - awareness; - penetration; - repeat buying rate; - distribution. The repeat buying rate being most essential: - Standard (full-size) test markets will survive, but in a different role. It will be an...

Catalogue: Seminar 1979: New Product Development
Author: J. Ben F. Morel
October 1, 1979
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Citation

Morel, J. F. (1979a, October 01). Test marketing and simulation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/test-marketing-and-simulation


Research papers

High ratings can be wrong

This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised -...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Sue Stoessl, John Clemens
March 1, 1979
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Citation

Stoessl and Clemens (1979a, March 01). High ratings can be wrong. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/high-ratings-can-be-wrong