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Research papers

Quality of exposure and advertising effectiveness

In recent times we notice a worldwide trend in media research to move beyond the vehicle contacts towards exposure to the advertising message. This is an easy task in the case of electronic media, if one believes in meter data. With print media we...

Catalogue: ESOMAR Congress 1988
Author: Rolf Speetzen
September 1, 1988
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Citation

Speetzen, R. (1988a, September 01). Quality of exposure and advertising effectiveness. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/quality-of-exposure-and-advertising-effectiveness


Research papers

A method for evaluating the importance of perceived attributes applied to the development and positioning of new products (French)

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product- related expectancies are three steps central to the...

Catalogue: ESOMAR Congress 1988
Authors: Daniel Bachelet, Joseph Lion
September 1, 1988
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Citation

Bachelet and Lion (1988a, September 01). A method for evaluating the importance of perceived attributes applied to the development and positioning of new products (French). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/a-method-for-evaluating-the-importance-of-perceived-attributes-applied-to-the-development-and-positioning-of-new-products-french-


Research papers

Why leisure research is different

Although leisure itself is not as simple to define as might at first appear, there can be no doubt that the leisure industry is one of the few growth areas in most Western countries, reflecting technological advances, de-industrialisation and the...

Catalogue: ESOMAR Congress 1988
Author: Peter B. Hodgson
September 1, 1988
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Citation

Hodgson, P. B. (1988a, September 01). Why leisure research is different. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/why-leisure-research-is-different


Research papers

Strategic implications of product and country images

As international trade grows and consumer are faced with an increasing proliferation of foreign brands in their domestic markets, they increasingly use country of origin cues as an aid in evaluating products. At the same time, producers needing to...

Catalogue: ESOMAR Congress 1988
Authors: Nicolas Papadopoulos, Judith Marshall, Louise A. Heslop
September 1, 1988
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Citation

Papadopoulos, Marshall and Heslop (1988a, September 01). Strategic implications of product and country images. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/strategic-implications-of-product-and-country-images


Research papers

Cohort analysis

In the next decades a dramatic change in the age composition of the populations of western societies will occur. The proportion of older people will increase due to declining birth rates after a baby boom. For products whose consumption is contingent...

Catalogue: ESOMAR Congress 1988
Author: Hans Georg Prester
September 1, 1988
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Citation

Prester, H. G. (1988a, September 01). Cohort analysis. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/cohort-analysis


Research papers

Conversations about advertisements

The paper covers an experimental study that looks at an alternative methodology for pre-testing television commercials. Current methodologies appear to prejudice the utility of Ad response data by imposing an environment on respondents that may do...

Catalogue: ESOMAR Congress 1988
Author: Colin Bowring
September 1, 1988
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Citation

Bowring, C. (1988a, September 01). Conversations about advertisements. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/conversations-about-advertisements


Research papers

Managing marketing productivity

In this article we present new characterizations of marketing productivity that address current trends in the economy and in information technology. Recent work in the field of management science, building on ideas from engineering, economics and...

Catalogue: ESOMAR Congress 1988
Authors: David B. Learner, Fred Y. Phillips, John J. Rousseau
September 1, 1988
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Citation

Learner, Phillips and Rousseau (1988a, September 01). Managing marketing productivity. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/managing-marketing-productivity


Research papers

Territorial marketing or marketing tailored to the needs of local government (French)

This article shows how a town that wants to attract business investment, or the developer of a leisure park who wants to find out more about his clientele, can analyse the power of attraction of his image or project before going ahead with his...

Catalogue: ESOMAR Congress 1988
Authors: Caroline Lioret, Denise Vaubrun
September 1, 1988
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Citation

Lioret and Vaubrun (1988a, September 01). Territorial marketing or marketing tailored to the needs of local government (French). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/territorial-marketing-or-marketing-tailored-to-the-needs-of-local-government-french-


Research papers

How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing

This paper presents the results of a representative survey conducted in 1985 with 40 chief buyers of the central organizations in German food retailing. The study was initiated by Hildmann, Simon, Rempen & Schmitz/SMS and conducted by GfK. The retail...

Catalogue: ESOMAR Congress 1988
Author: Jörg Rehorn
September 1, 1988
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Citation

Rehorn, J. (1988a, September 01). How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/how-does-the-trade-see-manufacturers-results-of-a-representative-survey-of-the-central-organisation-in-german-food-retailing