Resources Library by ANA

Advances in evaluation of retailer events

In Germany, retailers frequently use costly, store-wide theme promotions to increase consumer traffic and overall sales. Until recently, promotions were considered a necessary cost-of-doing-business and payback analyses for these events were...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Authors: Petri Hirvonen, Hermann Pöhlmann

Company: Nielsen

June 15, 1994

How to increase the chance for success in new products

This case study describes the successful Pan-European launch of "Biscuits Maison de Delacre", using the same brand positioning, the same biscuits, the same packaging, the same pricing and the same advertising. From our experiences in managing this...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Loet Magnin, Andrew Doyle

June 15, 1994

Image development and consumer reality

The underlying thesis of this presentation is that effective and market-relevant image-building strategies can only be developed based on a precise understanding of consumer reality. An image cannot be determined and established arbitrarily; it must...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Author: Stephan Grünewald

Company: IFM Mannheim

June 15, 1994

Brand personality modelling

Most advertisers in the 90’s no longer look at their brands using only socio-demo- graphic and classic imagery measurement tools. As marketing researchers, we experience more and more their urgent need to understand the very personal...

Catalogue: Seminar 1994: Building Successful Brands

Author: Rolf Verlinden

June 15, 1994

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Kirsty Fuller, Martin Rippon

Companies: RDSi, Levi Strauss & Co.

June 15, 1994

The mismeasure of satisfaction

Four areas of research pertinent to the measurement of Customer Satisfaction are examined. The four areas and the key findings from each are summarized below. 1. Theoretical Views Regarding Customer Satisfaction Satisfaction results from the...

Catalogue: International Automotive Marketing Conference 1994

Author: Murlidhar Rao

June 15, 1994

How to effectively compete against private-label brands

April 2, 1993 was a historic day in the U. S. private-label scare. On Marlboro Friday, Philip Morris decreased the price of Marlboro cigarettes by 40 cents a pack in response to tire increasing popularity of cheaper cigarettes. In one day, the...

Catalogue: Seminar 1994: Building Successful Brands

Author: Susan R. Ashley

June 15, 1994

Telebersaglio

In Italy Television is an extremely important medium used both for mass and non-mass products. However the socio-demographic segments most struck by TV are always the same: the elderly, low income classes, i.e. often the segments which are less...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Eugenio Bona

June 15, 1994

Citizens of the European Union

Our experience shows that there is a marked difference between the Personal Care area and Food and Drink. Although specific personal care habits differ by country (as referred to in the paper) in general they are similar enough for exactly the same...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Author: Rick Holder

Company: KANTAR TNS Malaysia

June 15, 1994