Resources Library by ANA

Press advertising revenue

The main influence on gross press advertising revenue is the general health of the economy, as measured by GDP per capita. The same is not TRUE for TV. The size of the commercial audience on TV is limited both by the nature of the medium and by state...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Jane Perry

June 15, 1991

No unexplored territory left on the German map (German)

Only four months after the breach of the Berlin Wall, the Allensbach Institute had already set up its own interviewer network in the GDR, with approximately 600 interviewers recruited personally or by mail. Even before the first free elections in...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Elisabeth Noelle-Neumann, Michael Hallemann

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1991

Package design

This presentation deals with the growing importance of package design as a tool for strategic marketing decisions.This is the reason for which it is important to realize how designers involved in this area have transformed their traditional craftsmen...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Author: Maurizio di Robilant

June 15, 1991

Life after 50

The phenomenon of the ageing society in Western Europe is one with which we are aware but with which we have not even begun to come to terms. We still think of the older age group as a homogeneous unit, whereas they are more heterogeneous than...

Catalogue: Seminar 1991: The Over 50's In The 90's

Authors: Vicki Drummond, Greg Smith, Leon Kreitzman

Company: Nielsen

June 15, 1991

If only life was so simple!

This paper discusses the complex issue of price sensitivity analysis. The authors argue that the most effective method, currently available, of evaluating optimum pricing for established brands is conjoint analysis or trade off. The paper brings...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Stephen Factor, Gilles Hustaix

Company: Burke, Inc.

June 15, 1991

The $800 billion gold mine

Although marketers have historically been willing to write off consumers (and their disposable incomes) when they reached their fiftieth birthdays, the TRUE potential of this population segment has finally been recognized. The Yankelovich MONITOR,...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Albert J. Yesk

June 15, 1991

Tourism in Spain, not everything is under the sun

Tourism is one of the most important economical sectors in Spain. Several years ago the Government Department of Tourism lounched an advertising campaign abroad using the positioning propposal "SPAIN EVERYTHING UNDER THE SUN". With the performance of...

Catalogue: Seminar 1991: Travel And Tourism Transition

Authors: Josep Chias, Teresa Buhigas

June 15, 1991

Advertising pressure outlook

In addition to the various research and specific consumer and audience studies carried out by the agency, it is possible to adopt a method of analysis and research that is of use in television planning. This paper will show how media planners can...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Sandra Grifoni

June 15, 1991

Are senior people the same across Europe? The approach of an international magazine

The question posed is the backdrop of the international development of a magazine for senior people : Notre Temps. In view of the exceptional success of this magazine in France, we decided to adapt this concept in Europe and over the North American...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Hubert Chicou

June 15, 1991