Resources Library by ANA

Researching the changing consumer

Society is undergoing a number of fundamental changes which are central to marketing and advertising strategies, especially those of a medium and long term nature. This paper outlines some research issues involved in measuring social change, and...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: E. S. Baldwin, J. A. Lunn

September 1, 1972

Changing test market technology in the USA

This paper focusses on the changing nature of new product test marketing. Perhaps first, it is appropriate to discuss the reason behind test marketing. The paper describes a survey of test marketing practice covering major American grocery, drug and...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: D. K. Hardin

September 1, 1972

The machines to sell progress faster than the machines to produce

Between 1960 and 1972, the retail trade in France has recorded a drastic evolution: the small retail trades have been disappearing at a speed of 5000 per year, replaced at first by supermarkets and later by hypermarkets. How will this evolution be...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: C. Waret, M. Ungureanu

September 1, 1972

Survey on the problems of transferring a brand from one Western European country to another (German)

The common market is - despite all difficulties - a successful arrangement for the economic unification of Europe. Efforts to unify the supply of consumer goods to the European market, without riding roughshod over regional and national specialities,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. Stolte

September 1, 1972

Fish Cakes shapes research

The possibility that different shapes of Fish Cakesstimulate greater consumer interest had been indicated inprevious research. Two different marketing routesare available: as an addition to the current range,or as a replacement to the standard...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1972

Are international advertising campaigns possible?

It would seem that traditional methods of advertising research have hardly yet tried to evaluate this problem. Either companies have judged communication needs from market research. A typical source has been cross-country surveys like that of the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Robin T. J. Tuck

September 1, 1972

The machines to sell progress faster than the machines to produce(French)

Between 1960 and 1972, the retail trade in France has recorded a drastic evolution: the small retail trades have been disappearing at a speed of 5000 per year, replaced at first by supermarkets and later by hypermarkets. How will this evolution be...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: C. Waret, M. Ungureanu

September 1, 1972

Distribution structure and marketing strategy

My paper deals with the development of a much discussed shop type in Germany and its influence on marketing strategy. The latter may be defined as the "selection of the target group towards whom the effort of the firm will be devoted and development...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Harald Ruppe

Company: Nielsen

September 1, 1972

Consumption, business cycles and consumer politics

The report presents survey results from projects by the "Forschungsstelle fur empirische Sozialokonomik", since 1968, the fieldwork of which was done by commercial institutes. One of the main topics are results from regular surveys in the field of...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: B. Biervert, H. P. Haarland, H. J. Niessen

September 1, 1972