Resources Library by ANA

The contribution of qualitative methodology to creative advertising

This paper discusses the contribution of qualitative research methodology to producing advertising that is both effective and creative. The argument links three main areas: 1) Changes in the models of how advertising works: away from transportation...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Judie Lannon

June 15, 1986

Overseas research

The paper relates a case history involving the development of a new range of small Philips colour televisions for overseas territories i.e. those outside Europe, the U.S.A. and Japan. Whilst such markets differ enormously, there are certain common...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Anton C. Jacobs, David N. Aldridge

Company: Philips International

June 15, 1986

Future information technology

This paper describes recent developments in the application of high technology to the collection and utilisation of information for marketing decision makers. Since this technology has been applied to single-source data designs for advertising...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Laurence N. Gold

Company: Nielsen

June 15, 1986

High tech test marketing

At the Campbell Soup Company, we are using the new technologies - UPC scanners at retail checkouts and individually targetable television - to maintain our new product track record. They produce a state of the art test marketing environment that...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: William B. Boundy (Jr.)

June 15, 1986

How qualitative methods of research contributed to creating a communicational campaign to modify the image of sugar

The paper describes a qualitative research project on sugar which was carried out in Italy in 1982. In the years immediately prior to the survey overall sugar sales in Italy had begun to decline slightly while the product had been acquiring negative...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Graziella Messina

June 15, 1986

Brand image and global corporate identity (German)

This paper shows which similarities exist between consumers of the same type, even if these live in totally different countries e.g. Germany, France and in USA. The client's hypothesises about different brand images in various countries proved to be...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Herbert Wettig

Company: Compagnon Marktforschung GmbH & Co. KG

June 15, 1986

Marketing strategy in a saturated market

In brief, the main objective of product strategies in a mature consumer market should be to achieve sales growth and a stable market share by creating new markets in one or both of two ways above: by launching new products that provide previously...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Tomiaki Nagase

June 15, 1986

The use of direct access viewdata panels for media research

This paper describes how AGB Cable & Viewdata have applied a high tech data capture vehicle (Videotex) to media research. Panels are already established using Videotex terminals to allow respondents, on-line to a computer, to complete diaries or to...

Catalogue: Seminar 1986: New Developments In Media Research

Authors: John Clemens, Tony Taylor

June 15, 1986

The researcher at the service of decision-making in collective build-up of the enterprise's project

After summarily introducing the concept of ENTERPRISE'S PROJECT, the paper shows how useful it is to carry out psycho-sociological research in the build-up of the ENTERPRISE'S PROJECT; it puts in evidence the role of the researcher, acting in the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Pierre J. Burgaud

June 15, 1986