Resources Library by ANA

Advertising strategy and media mix under control

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987

Author: Marc Vincent

September 1, 1987

Computer assisted interviewing in a face to face situation

After the introduction of CATI and other computerised data collection methods, personal interviewing became somewhat neglected and, consequently, was believed to be less efficient. With computer assisted interviewing in a face-to-face situation,...

Catalogue: ESOMAR Congress 1987

Authors: Robbert D. W. Baden, Elzo M. Boerema, Emiel P. M. Bon

Company: NIPO

September 1, 1987

Thresholds in brand awareness

Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...

Catalogue: ESOMAR Congress 1987

Authors: Gilles Laurent, Jean-Nöel Kapferer

Company: IFOP

September 1, 1987

The stimulation of the right side of the brain in market and brand image research

This text is based on the double brain theory and its importance in the research about brand image. After having developed the role of the image in marketing and communication, several techniques are revealed. The accent is put on the exploitation of...

Catalogue: ESOMAR Congress 1987

Author: Hubert Jaoui

September 1, 1987

New market research instruments through the application of high technologies

This presentation shows to what extent "High Technologies" are utilised in the various fields of market research. Obviously the two most important areas, namely Ad-hoc Research and Panel Research have obtained important impulses by applying advanced...

Catalogue: ESOMAR Congress 1987

Author: Heinrich A. Litzenroth

Company: GfK

September 1, 1987

Perceived polarity in retailing

According to Davidson, this polarity was structured along a single axis opposing mass merchandising and highly specialised boutiques with "conventional and often non programmed single line stores" in between. Such a polarity could be observed for...

Catalogue: ESOMAR Congress 1987

Author: Marc Filser

September 1, 1987

Whither business-to-business research

A postal survey was carried out among 519 agencies in Europe listed in the ESOMAR 1985/86 handbook and 60 IMRA agencies who do not have an ESOMAR member. 1. 114 of the 170 ESOMAR member agencies who returned a questionnaire conduct some business to...

Catalogue: ESOMAR Congress 1987

Author: Johan Aucamp

September 1, 1987

Electronic shopping

In my paper two vital distinctions are made; the distinction between shopping on the one hand and paying on the other the distinction between home access and public access systems. Following this the paper can be divided in four parts. The paper has...

Catalogue: ESOMAR Congress 1987

Author: Janny N. Lok

September 1, 1987

Abbreviated simulated test markets as advertising pretesting tools (German)

Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as...

Catalogue: ESOMAR Congress 1987

Author: Jörg Rehorn

September 1, 1987