Resources Library by ANA

Why has branding failed in the U.K. insurance industry?

This paper argues that, in spite of consistent levels of promotional support for UK insurance companies since they first began advertising on television in the mid-1970s, no strong insurance company brands have yet been established in the UK in 20...

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

Authors: Robert Watters, Douglas Wright

June 15, 1994

Will the E.C./C.A.P. semi-compulsory set-aside scheme lead to a musical chairs dance among machinery manufacturers?

Combine harvester sales can be linked to total arable area, the changes in the cropping patterns, the number of holdings (and the changes in farm size), farmers’ incomes and expected priorities in their investment decisions. At New Holland we...

Catalogue: Seminar 1994: From Farmer To Consumer

Author: Alfons-Pierre Ameel

June 15, 1994

Re-engineered research program for print advertising on the B-T-B market

In the spring of 1994 the Berlingske Group of newspapers in Denmark conducted a survey to gain new knowledge about the decision-making process that business-to-business advertisers’ use in making their media and marketing plans. The project was...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Author: Eileen Klitvad

June 15, 1994

Small scale panel reveals facing turnover secrets

The aim of this paper is to illustrate the experimental scheme which our company is running involving the use of a small scale panel of retail points of sale intended specifically for estimation of one parameter: the facing turnover per facing unit....

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Author: Leonardo Marchignoli

June 15, 1994

Business ecology

The aim of this paper is to illustrate how a traditionally very production oriented area like agriculture can become more market oriented, and how research can be an important help in decision making as well as an important argument in convincing...

Catalogue: Seminar 1994: From Farmer To Consumer

Authors: Jörgen Johansson, Jan-Olof Bengtsson

June 15, 1994

Customer service

Financial institutions have been forced to adapt from sales driven organisations to a customer focused operating culture in order to survive - although the process of adaptation is far from complete, and has not been painless. The problem is that...

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

Authors: Peter W. Southgate, Lorna McCulloch

June 15, 1994

Determinants of brand disloyalty

The car market has a remarquably high proportion of loyal customers. About 50 % of new car buyers choose for their new car the same brand as for the previous one. However, the economic and competitive situation may iead to an erosion of this figure....

Catalogue: International Automotive Marketing Conference 1994

Authors: Eric Lapersonne, Giiles Laurent, Jean-Claude Vessilier

June 15, 1994

Panel research contributions to product portfolio management: A case study

This paper presents a case study to illustrate how research based on consumer panels can go beyond its conventional applications in new product performance tracking and market share predictions to facilitate strategic decisions in the area of product...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Authors: S. V. Nathan, Raka Garg

Company: Colgate-Palmolive

June 15, 1994

Media research

Generally speaking, advertisers are not very interested in media research as such. Of late, accountability of advertising expenditures has become a key topic. The popularity of the advertising effectiveness awards is growing, but the focus of the...

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

Author: Marion Appel

June 15, 1994