Resources Library by ANA

Can pretesting be validated?

In talking here about pre-testing we are not concerned with decisions about budget setting or about the choice of media, or about the various aspects of campaign scheduling. We are dealing exclusively with content, the design of the advertisements as...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: John Downham, Tony Twyman

Company: Unilever

June 15, 1983

The use of research in the development of tourist facilities

The paper reviews the use of research in the development of site-based tourist facilities, covering a wide variety of private and public sector operations. It firstly examines the particular features of the markets in which such facilities operate,...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Authors: Mary Short, Jonathan Wilkinson

June 15, 1983

Humanistic advertising

This paper deals with the effects these models and the metaphors they represent have had on research practice. We suggest a new set of models and fresh metaphors to produce research that satisfies the needs of creative people and which more...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Judie Lannon, Peter Cooper

Company: QRi Consulting Ltd.

June 15, 1983

Inmarkt (German)

In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Klaus Mueller

Company: GfK

June 15, 1983

Providing guidance for decisions regarding labor market policy: The influence growing scepticism of technology has upon the choice of engineering as a field of study

The Allensbach investigation on the impact growing scepticism toward technology has upon the choice of engineering as a field of study at first glance seems to represent a case where the original question is already outdated by the time the results...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Rüdiger Schulz

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1983

New, surprising findings gained by indirect measurements

Brand consciousness, qualify differentiation, emotional and aesthetic desires in the field of consumption—are these things out of place today in a time which regards as decisive the rational consumer who only wishes to be "informed", who only...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1983

Determinants of tourism flows in Europe

The Austrian National Tourist Office is installing a Marketing Information System (MIS). The aim of this MIS is to ameliorate the information flow of the everyday work and to develop a budget allocation model. The construction of the allocation model...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Author: Hans Mikulicz

June 15, 1983

A marketing information and communication system

This paper will describe a Marketing Information and Communication System (MICS) that is based on market research and closely links the marketing research function to the marketing and sales function. The results accrued from this custom-designed...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Authors: Brian Keedwell, Richard Starr

June 15, 1983

Enhancing the contribution of research to central government advertising

This paper covers the general approach and research methods employed in evaluating the effectiveness of a specific central government advertising campaign. The advertising was conducted on a regional basis covering 2 T.V. areas and their...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Clare Chardin, David McCallum

June 15, 1983