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Research papers

Determining marketing budgets

Anglo-Saxon accounting practice puts marketing expense within the framework of what is termed selling expense. Selling expenses consist of expenses for marketing, advertising and/or distributing the product, i.e. Salesmen's Salaries, Salesmen's...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Barry Leach
June 14, 1978
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Citation

Leach, B. (1978a, June 14). Determining marketing budgets. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/determining-marketing-budgets


Research papers

Setting advertising appropriations

This paper shows how a number of advertisers currently set advertising appropriations; examines alternative methods designed to guide the decision making process; and cites more case histories to indicate the implications of given budget levels in...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald Eva
June 14, 1978
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Citation

Eva, G. (1978a, June 14). Setting advertising appropriations. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/setting-advertising-appropriations


Research papers

The changing role of advertising campaigns in French market

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Sylvère Piquet
June 14, 1978
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Citation

Piquet, S. (1978a, June 14). The changing role of advertising campaigns in French market . ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/the-changing-role-of-advertising-campaigns-in-french-market-


Research papers

Adding value to a British bank

This paper presents an interim case history of the development of one such campaign for the Midland Bank targeted at the market for new personal accounts in England and Wales. It concentrates on similarities to rather than differences from other mass...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Charles Channon
June 14, 1978
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Citation

Channon, C. (1978a, June 14). Adding value to a British bank. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/adding-value-to-a-british-bank


Research reports

Qualitative research into advertising on Electrolux vacuum cleaners

The current Electrolux campaign has featured 'Katie' as a home tester trying both the 502 upright and the 345 cylinder models. The research was required to identify routes to develop the campaign and to give guidance on the type of information...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 9, 1978
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Citation

, C. (1978a, June 09). Qualitative research into advertising on Electrolux vacuum cleaners . ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-advertising-on-electrolux-vacuum-cleaners-


Research papers

Budget determination and the problem of long term effects

In Europe every year thousands of millions of pounds are spent on media advertising, and it is to be presumed that on balance it brings commercial advantage to the companies concerned. Consequently, the decision-making processes that lie behind that...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Derek Bloom
June 1, 1978
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Citation

Bloom, D. (1978a, June 01). Budget determination and the problem of long term effects. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/budget-determination-and-the-problem-of-long-term-effects


Research papers

Allocating the marketing budget: Open discussion

Measuring the effects of advertising above and below the line depends in my opinion mainly on having really exact data, and this market research finds very difficult. In theory, there are plenty of logical conceptions about how advertising ought to...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Werner Röske
June 1, 1978
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Citation

Röske, W. (1978a, June 01). Allocating the marketing budget: Open discussion. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/allocating-the-marketing-budget-open-discussion


Research papers

Some thoughts of the past

I am going to talk in a discursive way about a number of points that have occurred to me in connection with the various papers that have been presented to this seminar.

Catalogue: Seminar 1978: The Business Of Advertising
Author: John Treasure
June 1, 1978
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Citation

Treasure, J. (1978a, June 01). Some thoughts of the past. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/some-thoughts-of-the-past


Research papers

Advertising and purchasing

I have been asked to describe to you a proposal recently published by Newsweek magazine in the U.S.A. which has been prepared by Axiom Market Research Bureau Inc.together with the British Market Research Bureau Ltd. in London. It was a study which...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Timothy Joyce
June 1, 1978
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Citation

Joyce, T. (1978a, June 01). Advertising and purchasing. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/advertising-and-purchasing