In the paper we are presented with a model relating motives of the purchasing public, the activation of these motives, and advertising effectiveness. Whilst in general welcoming any signs of a theoretical, i.e. generalising, approach in market research, my welcome - speaking personally - would tend to be limited to work which is based to a reasonable extent - whatever that may mean - on empirical facts. In the present case, however, I have grave doubts. It looks to me as though the authors' approach lacks contact with reality at three levels.
This treatise does not pretend to bring anything new or to be complete. The ESOMAR Congress gives the writer an opportunity for reflecting on his own research activities, and for making a few marginal notes which will serve as the starting point for discussion. He has illustrated this treatise with examples from his own experience.
This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very ambitious advertising program and how this program was pre-tested in advance and subsequently controlled in its sales effectiveness, by means of proper marketing research surveys and experiments.
This treatise does not pretend to bring anything new or to be complete. The ESOMAR Congress gives the writer an opportunity for reflecting on his own research activities, and for making a few marginal notes which will serve as the starting point for discussion. He has illustrated this treatise with examples from his own experience.
This paper is intended to present the point of view of the users of Marketing Research. In this, particular instance, the user is a large oil company operating and marketing in Italy: Esso Standard Italiana. This is the case history of a very ambitious advertising program and how this program was pre-tested in advance and subsequently controlled in its sales effectiveness, by means of proper marketing research surveys and experiments.
The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale material for use in the shops, sales aids used by the company's salesmen, or references to the product in editorial columns of newspapers and magazines. Every day increases our knowledge of the size and nature of the market for most forms of consumer goods and of the parts played by the leading brands in each product group. Advertising agencies rely on conventional research - often obtained from, a subscription service from independent research organisations to, provide the bare bones of their marketing plans. The various techniques for studying the motives for consumer action form the second stage of research in developing the marketing theme and, particularly, the creative approach.
The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale material for use in the shops, sales aids used by the company's salesmen, or references to the product in editorial columns of newspapers and magazines. Every day increases our knowledge of the size and nature of the market for most forms of consumer goods and of the parts played by the leading brands in each product group. Advertising agencies rely on conventional research - often obtained from, a subscription service from independent research organisations to, provide the bare bones of their marketing plans. The various techniques for studying the motives for consumer action form the second stage of research in developing the marketing theme and, particularly, the creative approach.