Convergence or divergence in European market research practices?

Article Abstract:

A review of pan-Europeanization of marketing strategies and their impact on marketing research practice is provided. Data provided gives an opportunity to assess how the need for comparative data is expected to raise demand for syndicated type product information services. It also provides discussion on the need for 'softer' data, leading to an increased dependence on ad hoc research.

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Capturing the complexity of advertising perceptions

Article Abstract:

A paper illustrating the need to explore better ways to research advertising perceptions is presented. It is argued that there is a need for more information about how perception works and the ways that advertising images are used in order that improved methods for capturing created impressions can be designed. The theories of Episodic Knowing and Semantic Knowing are described.

Analysis, Advertising, Advertising research

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