Resources Library by ANA

Success or failure

Market research successfully developed tools to measure the effectiveness of below-the-line activities. These not only record reliably sales performance before, during and after promotions, but increasingly take into account "reason-why-data". Also...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Harald Ruppe

November 6, 1985

The impact of changes in retailing on promotions research

No one would dispute that over the last two decades there has been a dramatic shift in the balance of power between manufacturer and retailer. Whilst perhaps most evident is the grocery sector this has extended to roost other areas of retailing. This...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Maureen Johnson

November 6, 1985

Closing of the seminar

Some remarks on what we called below-the-line. It seems to me that this area has reached a more developed status from the research point of view. Still there is room for improvement, especially: We observe that cumulated experiences lead to learning...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Mario van Hamersveld

Company: Philips International

November 6, 1985

Sales promotion

Sales Promotion is a strategic communications discipline at least for those client companies who use it properly. As a discipline it has a leading edge over most others in that it can be used tactically to produce a short term result but only within...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Gerry Postlethwaite

November 6, 1985

Sponsorship

The appropriate way of utilising sponsorship is therefore to consider it as one of the available communication tools, with its own characteristics and peculiarities, to be used alone or in conjunction with other communication elements like...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Alessandro Cristofani

November 6, 1985

A book as a mass product

The Marketing Oriented approach and the use of appropriate tools in terms of Advertising and Market Research permit to obtain successful results not only in the traditional Mass Market markets, but also in the market of pocket books sold by...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Arnaldo Aisa, Silvana Biasutti

November 6, 1985

Horse racing sponsorship

The choice of horse racing sponsorship can solve the problem of being in touch with the most difficult target: the wealthy. The cost effectiveness of this operation is, by large, at the top of the scale. That's why it seemed worthwhile to consider...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Tino Biglia, Ruggero Mazzini

November 6, 1985

Sponsoring impact and how to read it

This paper is concerned with sponsorship as a marketing activity, and particularly with the sponsorship of sporting events. In this paper we look at some of the reasons for this situation, discuss its implications for sports sponsorship in general,...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Ivor Shalofsky, Nicolò di San Germano

November 6, 1985

"Below-the-line" and "sponsoring"

In this paper some basic comments are made about a subject - below the line - which normally leads to Babylonian situations. In the first chapter we will deal with a description of the fields of below the line. In the second chapter we will talk...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Willem G. Gussekloo

November 6, 1985