Resources Library by ANA

Readership measurement in Europe 1996

The purpose of the ESOMAR 1996 report on newspaper and magazine readership measurement in Europe is to supply further information about the state of play in other countries. It is more or less a repeat of the ESOMAR 1994 report on newspaper and...

Catalogue: ESOMAR Codes And Guidelines

Author: ESOMAR B.V.

September 1, 1996

Marketing in today's Ukraine

The paper reports and analyses findings on how Ukrainian companies of different types of ownership adopted marketing concepts and organized their marketing activity during the transitional period from a command society to a market economy....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Irina Akimova

September 1, 1996

Active listening to consumers

This paper demonstrates how a global drinks brand, Baileys, are using innovative qualitative panel techniques to develop an on-going dialogue with consumers in three key international markets. Baileys have highlighted the importance of listening to...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Tracey White, Mark O'Doherty

September 1, 1996

Understanding promotion effectiveness and profitability

This paper introduces and explains a process for analyzing and understanding promotion effectiveness and profitability combining the use of information sources, state-of-the-art modeling techniques and procedures. The problems of simply managing...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Kenneth J. Wisniewski, Phillip A. Cartwright

Companies: Nielsen, Ernst and Young Services Pty Ltd

September 1, 1996

Brand stretching

The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Yaman Akalin, Peter Sampson

Company: Burke, Inc.

September 1, 1996

Managing participants' motivation

This article deals with the difficulties a researcher faces when attempting to set up a consumer panel in an emerging nation. Besides explaining panel origin, characteristics and methodology, the purchasing behaviour of 117 homes in the VII Region of...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Jorge Zamora

September 1, 1996

The interactive concept test

This paper describes a new method for investigating consumer preferences for product design, the Interactive Concept Test. In this test, respondents specify their own, preferred design by interactively adjusting the attribute levels of a randomly...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Mia Stokmans, Gerard Loosschilder

September 1, 1996

Will this kill that?

Will new on-line media - particularly Internet-based ones - forever change the way we communicate? Will they forever change commercial communications such as advertising? Who will benefit, who will loose? How may marketing and research be affected?...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Philippe Boutié

September 1, 1996

Brand proliferation and consumer purchasing

This paper focuses on how consumers and fast moving consumer good markets are changing in Western Europe and North America. We examine the impact of brand proliferation on category purchase dynamics, assess the durability of consumer interest in new...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Muriel Lecomte, Joseph Willke

Company: Nielsen

September 1, 1996