Resources Library by ANA

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

Lancia 1984 grand galá

Before the Lancia Grand Gala 1984 can be presented within the framework of brand promotion activity it is necessary, indeed absolutely essential, to define the background. Above all, the overall auto market is as we shall see in direct contrast to...

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

Authors: Tino Biglia, Franco Cagnasso

November 6, 1985

Evaluating promotions cost effectively

This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be...

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

Authors: Marc Drake, Mike Sargent

Companies: KANTAR TNS Malaysia, Kraft Heinz Company

November 6, 1985

A case of telemarketing contribution to success in below-the-line activities

A substantial manufacturing company operating in the difficult food-stuff field had set itself as an objective to expand their distribution beyond their limited regional market. The method employed has been that of a combination of direct marketing...

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

Author: Roberto Volk

Company: B&C s.r.l.

November 6, 1985

Introduction to the seminar

We will be discussing the use of promotion and sponsorship in the marketing mix, dealing with the state of the art and trends. And, of course, within the framework of the ESOMAR umbrella, we will pay particular attention to roles of research in...

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

Author: Mario van Hamersveld

Company: Philips International

November 6, 1985

A new challenge: Strategic research (French)

My objective is neither to deliver a case history of the utilisation of surveys for strategic purposes, nor to present a new, revolutionary method. Rather, on the grounds of my dual experience as a Manager and a Consultant in the area of strategic...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Louis Tuvee

June 15, 1985