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Research papers

Marketing effectiveness studies

Eleven separate research studies, covering as many marketing places, were conducted to determine which marketing communications tools are most useful in providing information about products and services specified by managers who have purchasing...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: David P. Forsyth
June 15, 1991
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Citation

Forsyth, D. P. (1991a, June 15). Marketing effectiveness studies. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/marketing-effectiveness-studies


Research papers

Maximising communicational effectiveness

All too often there is a gulf between research theory and practice, and market place reality, in what constitutes effectiveness in marketing communications. However, importantly, in bringing the two closer together there are a number of basic...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Peter Holloway
June 15, 1991
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Citation

Holloway, P. (1991a, June 15). Maximising communicational effectiveness. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/maximising-communicational-effectiveness


Research papers

International marketing strategy

Three key propositions form the argument of this paper :1. The European Single Market is the third period of discontinuity in consumer marketing in this century - two world wars changed national environments and industry structures leading to...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: William Ramsay
June 15, 1991
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Citation

Ramsay, W. (1991a, June 15). International marketing strategy. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/international-marketing-strategy


Research papers

The joint effect of several marketing activities

It is rarely possible to study the effect of several marketing factors simultaneously. New media, however, may provide such opportunities. Teleshopping does so, because here sales is linked directly to product, price, advertising, media plans, etc....

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Ole Stenvinkel Nilsson
June 15, 1991
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Citation

Nilsson, O. (1991a, June 15). The joint effect of several marketing activities. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/the-joint-effect-of-several-marketing-activities


Research papers

Pharmaceutical pricing

With the increasing demands on health care expenditure due to a rise in the proportion of people aged 65 or more. Governments are and will continue to explore ways of reducing costs. It is likely that their focus will be towards the drugs bill rather...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Authors: Diana Grose, Alan J. Bowditch
June 15, 1991
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Citation

Grose and Bowditch (1991a, June 15). Pharmaceutical pricing. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/pharmaceutical-pricing


Research papers

New product development and trade research

Historically it has always been assumed that the hardest part of new product development is to find an idea/product that appeals to the consumer. However, now that is only half the battle, and maybe even less than half, as markets have become much...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Author: Pamela Robertson
June 15, 1991
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Citation

Robertson, P. (1991a, June 15). New product development and trade research. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/new-product-development-and-trade-research


Research papers

Researching a global audience

As radio stations in Europe tend more towards defining their target audience, by locality, demographics, or musical taste, the BBC World Service in English continues to pursue the opposite goal of a truly global audience united only by the ability to...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Liz Fuller
June 15, 1991
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Citation

Fuller, L. (1991a, June 15). Researching a global audience. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/researching-a-global-audience


Research papers

Getting around complex data? Get it in a round!

The market researchers must be part-time communicators, to fully convey the message contained in each of the studies they have designed, supervised, or bought. Regardless of the quality and depth of the collected data, whatever had been the attention...

Catalogue: Conference 1991: International Marketing Research
Author: Yves Marbeau
June 15, 1991
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Citation

Marbeau, Y. (1991a, June 15). Getting around complex data? Get it in a round!. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/getting-around-complex-data-get-it-in-a-round-


Research papers

All's well that smells well?

Advanced production technologies have contributed to a high quality standard for most branded consumer goods - e.g. detergents. This generally high standard inevitably leads to a high degree of perceived similarity in blind product tests - pure...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products
Author: Haas-Wiili Schroif
June 15, 1991
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Citation

Schroif, H. (1991a, June 15). All's well that smells well?. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/all-s-well-that-smells-well-