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Research papers

The use of prescription data for sales force management and market research

This paper is divided into five sections; the first describes the data, which are collected from retail pharmacies and provide comprehensive information on the prescription drug sales transaction. Prescription characteristics, e.g. amount of drug...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Author: Patrick Miller
June 15, 1991
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Citation

Miller, P. (1991a, June 15). The use of prescription data for sales force management and market research. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/the-use-of-prescription-data-for-sales-force-management-and-market-research


Research papers

The influence of commercial TV on the volume of advertising in magazines and newspapers

They fear that the develop of the commercial television in Europe could restrain the press. A great deal of attention has been paid to this topic by the Italian advertising sector and by the legislature. We shall attempt to answer showing that this...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Gianluca Aru
June 15, 1991
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Citation

Aru, G. (1991a, June 15). The influence of commercial TV on the volume of advertising in magazines and newspapers. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/the-influence-of-commercial-tv-on-the-volume-of-advertising-in-magazines-and-newspapers


Research papers

How do press ads really work and how can we measure their performance more realistically

This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Wendy Gordon, Andrea Berlowitz
June 15, 1991
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Citation

Gordon and Berlowitz (1991a, June 15). How do press ads really work and how can we measure their performance more realistically. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/how-do-press-ads-really-work-and-how-can-we-measure-their-performance-more-realistically


Research papers

How should we communicate with the over 50's on health and prevention?

It was not so long ago that health was essentially understood as the absence of illness - a precious, heaven-sent gift outside of individual control. This idea - which contains an undeniable element of truth - still predominates in certain parts of...

Catalogue: Seminar 1991: The Over 50's In The 90's
Author: Margret Ziegler
June 15, 1991
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Citation

Ziegler, M. (1991a, June 15). How should we communicate with the over 50's on health and prevention?. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/how-should-we-communicate-with-the-over-50-s-on-health-and-prevention-


Research papers

Measuring perceived quality and satisfaction

The paper focuses on measuring perceived quality and customer satisfaction. Following the introduction the paper consists of four sections. First a review of monitoring systems used by service industries is provided. The review examines key methods...

Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Dan Sarel
June 15, 1991
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Citation

Sarel, D. (1991a, June 15). Measuring perceived quality and satisfaction. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/measuring-perceived-quality-and-satisfaction


Research papers

(Data + data) × intelligence= Information

This paper will serve to re-emphasise several of the points made by the previous speaker, as well as revisiting other aspects of data interpretation in the pharmaceutical industry. It examines several of the more important areas where data...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Author: Charles Galsworthy
June 15, 1991
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Citation

Galsworthy, C. (1991a, June 15). (Data + data) × intelligence= Information. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/-data-data-intelligence-information


Research papers

First impression versus extended usage

In the fine fragrance industry, unlike many other fmcg industries, systematic consumer product-testing has usually been conspicuous by its absence. The reasons are varied, including perfume's own traditions rooted in fashion rather than in marketing,...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products
Author: Ivor Shalofsky
June 15, 1991
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Citation

Shalofsky, I. (1991a, June 15). First impression versus extended usage. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/first-impression-versus-extended-usage


Research papers

Country image

This paper divides into two main sections: the first section deals with background details to the Country Image study including the reasons why it was conducted, how it was designed, and the specific relevance of the study to the travel and tourism...

Catalogue: Seminar 1991: Travel And Tourism Transition
Authors: Eamonn Williams, Tim Clarke
June 15, 1991
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Citation

Williams and Clarke (1991a, June 15). Country image. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/country-image


Research papers

Introduction

The subjects we discuss in this seminar influence major marketing decisions - but are still controversial. Simple, practical assumptions or theories govern most of our decisions in designing, testing and evaluating our marketing activities. But these...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Simon Broadbent
June 15, 1991
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Citation

Broadbent, S. (1991a, June 15). Introduction. ANA - ESOMAR. Retrieved February 18, 2026, from


https://ana.esomar.org/documents/introduction-3691