Resources Library by ANA

Neural patterns

Two factors are necessary for a method to be useful in a variety of country settings. An analysis technique to understand information available is required that is robust and not constrained. And, data of a comparable format and scope of measurement...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: Bruce Grey Tedesco

June 15, 1995

Pioneering in Central European markets

This study discusses the advantages and dangers of pioneering FMCG brands in new geographical markets, a subject so far neglected in the existing literature. Pioneering advantages have mostly been researched with product innovations in industrialised...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Sven H. Becker, Michael J. Baker

June 15, 1995

Quality of television publicity impacts

This paper is devided in five chapters. The first one us dedicated to the enourmous contribution of Rating TV adversiting audience, mainly through its quantifing relation. Nevertheless, we should point out that this methodology provides straithgt...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Ricardo Romero de Tejada

June 15, 1995

Segmenting consumers for evolving a retailing strategy

The focus of this paper is on leveraging on distribution to gain completive advantage especially in a highly competitive scenario. The paper demonstrates through an Indian case study pertaining to watch purchase that a. Consumers seek a distinct bag...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing

Author: Muthukumaran Swaminathan

June 15, 1995

The marketing concept in Hungarian enterpises

The epic economic and political transformation of Eastern Europe in 1989 has not been accompanied by sudden changes in underlying cultural values or managerial attitudes. As a result, the marketing concept in organizations is in a state of flux. This...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Wade Danis, Andrew C. Gross, Robert D. Hisrich

June 15, 1995

There's no need to re-invent the wheel

The paper comprises four sections. In the first section, a description is provided of a technique used over many years. It is holistic in its approach with proven validity and reliability in product areas where aesthetic rather than functional...

Catalogue: Seminar 1995: Successful Product Engineering

Author: William Arthur Dunning

June 15, 1995

The importance of database marketing to develop a customer strategy through loyalty card for retail companies

This paper will consider the following two issues: in the first part, the state of the art of private label loyalty card in the Italian retail market will be presented and discussed, in the second one the opportunity of exploiting the loyalty card...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing

Author: Francesco Gallucci

June 15, 1995

How do promotions work? New evaluation ways by linking scanning analyses and single source household panel data

In the first place, traditional evaluations of trade promotions provide a weekly view of the sales volume influenced by promotion activities. The use of scanning data permits to exactly quantify the sales volume which is generated by promotion. By...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Klaus Brüne

Company: Nielsen

June 15, 1995

Using sponsorship to communicate to teenagers

This paper examines an attempt to measure the relative impact of a number of sponsorship mediums for promoting a health message, Be Your Best, to Australian teenagers. In essence, the message was used in an attempt to convey to teenagers that if they...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Patrick Shanahan

June 15, 1995