Resources Library by ANA

One model of advertising and communications research with applications for all

This paper describes a model of consumer behavior using a combination of evoked brand sets and multi-attribute techniques that not only predict how considers make their decisions, but provide data that can be used by corporate decision makers.

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Harry E. Heller

June 15, 1981

Advertising in Europe

The developments of publishing in the decade regarding innovation and the competitive situation first of all requires an analysis of the present situation of the media scene in Europe. Four years ago it was rather difficult to give a general summary...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: F.-Jürgen Stockmann

June 15, 1981

Advertising, promotions and direct marketing

The paper begins with an analysis of the spectacular development of the direct marketing Europe and the United States, followed by an examination of the causes of this development. The second part of the paper stresses the crucial importance of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Sylvère Piquet

June 15, 1981

Neighbour and worker attitudes toward chemical industry issues

This paper sets forth the results of a recent study of public, neighbour and worker attitudes toward chemical companies in general, and toward chemicals and cancer risk in particular. Some of the results of that study are summarised in this paper. In...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: René Zentner

Company: Shell Global

June 15, 1981

The outlook for publishing in Europe

In the field of publishing, an important process of structural change has taken place since the beginning of the seventies. This restructuring process was largely caused by the development of consumer behaviour, which was especially strongly...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Rudolf W. Boos

June 15, 1981

Internal communications within Dunlop

The paper reports on the findings of a survey undertaken among a UK based sample of Dunlop employees with a view to evaluating internal communications within the company. The specific objectives of the survey were to discover: 1) Attitudes towards...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Kingston P. Pratt

June 15, 1981

Industrial sampling

There is no doubt that the quality or rather the reliability with which findings of any type of market research can be translated into practical use, is heavily dependent on the final sample that has been obtained. The sample directly deriving from...

Catalogue: Seminar 1981: Sampling Problems And Data Collection

Author: Robert J. Stegeman

May 1, 1981

Optimising newspaper sales

This paper is an introduction to the philosophy of supply control systems to optimise newspaper and magazine sales. The construction of the system was started in 1972 as a cooperation between the management of sales and distribution and the...

Catalogue: Seminar 1981: Sampling Problems And Data Collection

Author: Ivan Biangslev

May 1, 1981

Rare target groups

Finding samples representing segments of the general population when the rate of strike (percentage of the segment in total population) is inferior to 20%, is becoming a common performance asked from the practitioner by client marketing companies....

Catalogue: Seminar 1981: Sampling Problems And Data Collection

Author: Alain Zwilling

May 1, 1981