Resources Library by ANA

Discrimination testing

This paper is in the nature of a progress report since the author's previous contribution at the ESOMAR Congress of 1966. It starts from the premise that profits on repeat-purchase consumer products can often be increased substantially by...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: C. Greenhalsh

Company: KANTAR TNS Malaysia

September 1, 1970

Example of application of advertising research (French)

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Marc Vincent

September 1, 1970

Measurement of the competitive pressure of advertising campaigns(German)

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Dieter Müller-Veeh

September 1, 1970

Looking beyond the immediate market

The paper shows what happens when a company selling an industrial product to a small, closely-knit market looks beyond this immediate market to the much more complex and fragmented market which originates the demand for the product. The survey had...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: D. A. Clark

September 1, 1970

Forecasting with mathematical models

The development of such large, coherent computer models is still in its early stages. Basic social sciences research is still required. This is why a group of large European corporations (including PHILIPS) have sustained since 1964 a research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: E. Fontela

September 1, 1970

Using research in organising a conference programme

In the United Kingdom an annual Conference is held under the auspices of the Advertising Association, to which are federated Advertisers, Advertising Agencies and Media Houses through various trade associations. There were widely divergent views...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: Lorne James Rothman, Peter B. Mooney, Elizabeth Fallaw

Company: KANTAR TNS Malaysia

September 1, 1970

Theoretical notes on an experiment

This essay has been based on an experiment; the examination of the "image" of a brand of condensed milk. The process of investigation has been developed over several years. The Institute of Investigation and the Client's Market Research Department...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: Francisco Castaher, Jesus Ibanez

Company: Nestlé

September 1, 1970

NP.24: Two range possibilities

Two new Range possibilities have been devised, at an experimental level, for the general area of serving to guests: 1. Innovatory Concept, based on a sachet mix.2. Traditional Concept based on one-pack convenience presentations.The objectives of the...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1970

Qualitative research on Park Drive tipped

Gallahers currently market Park Drive tipped cigarettes The company intends to re-launch Park Drive Tipped in a flip-top pack, with coupons, in order to maintainthe loyalty of current Park Drive Tipped smokers and to regain some of those who have...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1970