Browsing SoM Working and Occasional Papers by Publication Date

Browsing SoM Working and Occasional Papers by Publication Date

Sort by: Order: Results:

  • A study of male fashion: A preliminary assessment of industry practice 
    Midgley, David F. (Cranfield School of Management, 1972-02)
    A From 20+ interviews with retailers, manufacturers, and other members of the menswear industry, the following major points have been extracted. 1 Selection of garments and demand forecasting is carried out by a single ...
  • The research plan for 1973 and appraisal by the committee of sponsors 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973)
    This report presents the Research plan for 1973 proposed to the committee of sponsors prior to its meeting in January 1973. The second part of the report summaries the discussions held during the sponsors' meeting. Theses ...
  • A review of literature on the measurement of advertising effectiveness: Part i: The Pre-display assessment of advertising 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973-01)
    The report will cover what are considered to be the main issues in evaluating methods of measuring advertising effectiveness, for this was the guise under which the project was originally set up.
  • A review of literature on the measurement of advertising effectiveness: Part ii: The post-display analysis of promotional effectiveness 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973-01)
    The initial review of the MCRU - Report Number 2 - covers two main areas of concern:- Part i "The pre-display assessment of advertising" Part ii "Post display analysis of promotional effectiveness" The report will cover ...
  • The identification of current company advertising practice: Findings of an initial reconnaissance within sponsor companies 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973-03)
    This first report from the Marketing Communications Research Unit at Cranfield describes the findings of our initial series of visits to sponsor companies. It indicates the nature of the advertising process in these ...
  • An introduction to media scheduling - approaches and problems 
    Newall, John (1973-03)
    This paper aims to provide an introduction to the various approaches which have been used in handling the problem of scheduling communication messages in competing media forms. The references included in the discussion are ...
  • A review of literature on the processes of advertising 'How advertising works' 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1973-06)
    The question of 'how advertising works' is a vast one, and is one in which it is difficult to draw any firm conclusions. In addition, the area could almost be described as hybrid - this is in the sense that it draws on ...
  • A study of male fashion: Progress to date 
    Midgley, David F. (Cranfield school of Management, 1973-06-06)
    This document represents a progress report on the first two years of the male fashion study, detailing both practical aspects and the research team’s present thinking on the subject. It outlines the evolution of the original ...
  • Fashion Dynamics Research Unit: A study of male fashion 
    Midgley, David F. (Cranfield School of Management, 1973-07)
    Report No. 6 outlines the methodology to be used in the manipulation of the large amounts of sales and style data available to the research team. Details are included of both the coding scheme used to convert verbal ...
  • An appraisal of media weight tests 
    Corkindale, David; Kennedy, Sherril (Cranfield school of Management, 1973-10)
    This report considers the topic of media weight testing: that is,the examination of the effect of different levels of media advertising spending on behaviour in the market. In a simple test, for example, the level of ...
  • The setting of advertising budgets 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1974)
    This report summaries the contributions made by economists, management scientists and practitioners to the understanding of how advertising budgets should be set. Each approach offers insights and guidance for certain ...
  • Review of progress to date and outline of plans for developements up to 1977 
    Henry, Harry; Wills, Gordon (Cranfield School of Management, 1974-02)
    This report seeks to summarize the ground covered so far by the MCRU since it began work in 1968. In particular, the Report reviews progress in the major investigation sponsored by 22 Companies into the "Methods of Measuring ...
  • Setting advertising objectives 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1974-03)
    The present report on the setting of advertising objectives is an integral part of the MCRU research activities. Although the broad aims of the research are to consider the methods of measuring advertising effectiveness, ...
  • The evaulation of advertising objectives: Draft for discussion 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1974-11)
    This report is a sequel to that prepared earier by the MCRC on 'Setting Advertising Objectives' (Report no. 6). In this earlier work the need for setting clear advertising objectives was recommended as a necessary precursor ...
  • A review of factors affecting direct response campaigns' success and an analysis of a campaign 
    Winship, Stephen; Corkindale, David (Cranfield School of Management, 1975)
    Design response advertising is a particularly interesting subject to study in the marketing field because, by its very definition, the value of the response to each advetisement is known. This fact makes it much easier to ...
  • How we believe sponsor companies can usefully improve their advertising effectiveness as a result of the study we have conducted 
    Corkindale, David; Kennedy, Sherril (Cranfield School of Management, 1975-01)
    In this report we set out a compendium of topics upon which we believe management can take action to improve their advertising efficiency. Eact topic is dealt with on one page of the report: it has been reduced to a set ...
  • A review of advertising and forgetting 
    Barnard, Neil (Cranfield School of Management, 1975-04)
    This report attempts to review the psychological and marketing literature relevent to consideration of the remembering and forgetting of advertising. Theoretical and empirical studies are described and implications for ...
  • The growth and decline of response to advertisements - A look at the importance of thresholds and wearout 
    Newall, John; Corkindale, David (Cranfield School of Management, 1975-11)
    This paper attempts to introduce and define the concepts of threshold and wearout and to review the existing state of knowledge surrounding these topics. The problem is first introduced in Section II, not explicitly in ...
  • Motivational research - passing phrase or permanent feature? 
    Mostyn, Barbara (Cranfield School of Management, 1976-01)
    In the first draft version of the paper on the Attitude-Behaviour Relationship (30th September, 1975) it was pointed out to readers that despite researchers' emphasis on understanding the "why" of consumer behaviour in ...
  • Thresholds and wearout : A survey of current beliefs and practices 
    Newall, John; Corkindale, David (Cranfield School of Management, 1977)
    This report presents the findings of a survey of advertising beliefs and practices related particularly to the phenomena of 'thresholds' and 'wearout'. The survey was by questionnaire to MCRC sponsors and other interested ...

Search CERES


Browse

My Account