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Research papers

Estimating the cost effectiveness of advertising

I have taken you through our decision process by which we arrive at an advertising budget. On the way we have checked out the total business, developed the basic business strategy, supported the development of an appropriate marketing strategy, and...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Malcolm A. McNiven
June 1, 1978
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Citation

McNiven, M. A. (1978a, June 01). Estimating the cost effectiveness of advertising. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/estimating-the-cost-effectiveness-of-advertising


Research papers

Determining budget: Open discussion

Let us take a look at the amount of money which is actually spent. Upon my request, the Dutch publisher Admedia made a frequency distribution of the budgets within each product field. Admedia has a data bank in which all major budgets are registered....

Catalogue: Seminar 1978: The Business Of Advertising
Author: Giovanni van Eyl
June 1, 1978
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Citation

van Eyl, G. (1978a, June 01). Determining budget: Open discussion. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/determining-budget-open-discussion


Research papers

A new challenge about society

I shall not attempt to summarise the session papers, but will try to pass on to you some ideas I had when reading the papers in advance.

Catalogue: Seminar 1978: The Business Of Advertising
Author: Jacques Bonnafont
June 1, 1978
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Citation

Bonnafont, J. (1978a, June 01). A new challenge about society. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/a-new-challenge-about-society


Research papers

Corporate advertising

One of the hottest issues for advertisers and advertising agencies , in the USA as well as Europe, is now Corporate Advertising. This specific branch of advertising, which deals, not with selling products, but in building a Corporate Identity and a...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Marie-Reine de Jaham
June 1, 1978
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Citation

de Jaham, M. (1978a, June 01). Corporate advertising. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/corporate-advertising


Research reports

Etude qualitative sur la consommation du vin blanc en Grande-Bretagne

Le Conseil Interprofessionnel du Vin de Bordeauxdesire lancer sur le marche britannique unnouveau vin blanc de la region bordelaise.Une etude done s'est revelee necessaire pour:1. Determiner les attitudes des consommateursbritanniques a l'egard du...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1978
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Citation

, C. (1978a, June 01). Etude qualitative sur la consommation du vin blanc en Grande-Bretagne. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/etude-qualitative-sur-la-consommation-du-vin-blanc-en-grande-bretagne


Research papers

The market map

In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Are Kvaerk
June 1, 1978
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Citation

Kvaerk, A. (1978a, June 01). The market map. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/the-market-map


Research papers

Effective media selection

What I plan to do is to speak rather narrowly to the subject which was - you recall - the cost of effectiveness of different media and in doing so, to touch upon each of the papers though not in any case at any great length, as that's really more for...

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

Joyce, T. (1978a, June 01). Effective media selection. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/effective-media-selection


Research papers

Determining advertising budgets using econometrics

The only rational way to set an advertising budget is to estimate as well as one can the likely sales and cost consequences of each of the range of feasible advertising expenditures and choose the one which maximises the future profit (or other...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Michael Stewart
June 1, 1978
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Citation

Stewart, M. (1978a, June 01). Determining advertising budgets using econometrics. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/determining-advertising-budgets-using-econometrics


Research reports

Consumer attitudes to Easter Eggs

The general objectives of this research were toincrease understanding of consumer attitudes tobuying Easter Eggs. More specifically: 1. To establish motivations for purchase, for whom, and how purchases for childrendiffer from adults;2. To look at...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1978
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Citation

, C. (1978a, May 01). Consumer attitudes to Easter Eggs. ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/consumer-attitudes-to-easter-eggs