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Research papers

Neural marketing

Developments in a variety of disciplines have provided the necessary components to assemble a system of artificial intelligence available for use in formulating marketing strategy. Based on artificial intelligence neural networks, the concept of...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Bruce Grey Tedesco
September 1, 1992
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Citation

Tedesco, B. G. (1992a, September 01). Neural marketing . ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/neural-marketing-


Research papers

The battle for Europe

The paper discusses the role played by nationality in branding. Increasingly, European markets are a battleground for local brands, other European brands, and brands from the USA, Japan, and other countries. It is shown that consumers have strong...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Jon Wilkinson
September 1, 1992
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Citation

Wilkinson, J. (1992a, September 01). The battle for Europe . ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/the-battle-for-europe-


Research papers

Socio-cultural indicators

The technical team of Line Staff, in collaboration with the Department of Culture of the Autonomous Government of Catalonia, has developed two tools designed to optimize the analysis of cultural behavior: - Socio-Cultural Index (SC!) - Activity Index...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jordi Guixà, Miquel Pardina
September 1, 1992
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Citation

Guixà and Pardina (1992a, September 01). Socio-cultural indicators . ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/socio-cultural-indicators-


Research papers

Sponsorship of TV programmes (Spanish)

The contents of this paper provide information on viewers' perception, understanding and evaluation of sponsorship of T.V. programmes and telepromotions. This form of communication emerged in Spain in 1990 at a moment when important changes were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Enrique Matesanz, Juan Jose Izquierdo
September 1, 1992
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Citation

Matesanz and Izquierdo (1992a, September 01). Sponsorship of TV programmes (Spanish). ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/sponsorship-of-tv-programmes-spanish-


Research papers

The responsibility for service delivery

On both sides of the Atlantic, the race is on to understand and meet customer expectations of service delivery, and research has a key role to play in helping organisations implement and sustain effective customer service programmes. For this paper,...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Karen Buros, Susan Blackall
September 1, 1992
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Citation

Buros and Blackall (1992a, September 01). The responsibility for service delivery . ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/the-responsibility-for-service-delivery-


Research papers

Problems of quality with new information gathering techniques (Spanish)

The question of quality regarding the information-gathering technique whose use has increased the most in Europe - and the United States - in the past ten years, namely, the computer-assisted telephone interview (CATI) has not received all the...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: José Ignacio Wert
September 1, 1992
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Citation

Wert, J. I. (1992a, September 01). Problems of quality with new information gathering techniques (Spanish). ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/problems-of-quality-with-new-information-gathering-techniques-spanish-


Research papers

The systemic approach to publicity evaluation

Advertisements constitute a powerful means of communicating and establishing cultural values throughout all of society. The receivers of these messages respond to them in terms of their vital situation as subjects and as members of social groups ....

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Ana Amuchastegui, Marta Vaccarini
September 1, 1992
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Citation

Amuchastegui and Vaccarini (1992a, September 01). The systemic approach to publicity evaluation. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/the-systemic-approach-to-publicity-evaluation


Research papers

East-West resource allocation for agricultural input suppliers- A question of economics, politics or luck?

This paper examines the long term potential of the development of consumption of agricultural inputs in East Europe and contrasts that with the potential development in the EC. The input sectors considered are, animal feed, animal health and...

Catalogue: Seminar 1992: European Agriculture In Transition
Author: Tony M. Houghton
June 15, 1992
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Citation

Houghton, T. M. (1992a, June 15). East-West resource allocation for agricultural input suppliers- A question of economics, politics or luck?. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/east-west-resource-allocation-for-agricultural-input-suppliers--a-question-of-economics-politics-or-luck-


Research papers

Effectiveness of radio advertising

The effectiveness of an advertising message depends as much on its intrinsic virtues - especially the creative work behind it - , as it does on the context in which it appears. This is why in the print media, the impact of an advertisement can drop...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: François Laurent
June 15, 1992
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Citation

Laurent, F. (1992a, June 15). Effectiveness of radio advertising. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/effectiveness-of-radio-advertising