Resources Library by ANA

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

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

Authors: Wim van der Noort, Irena Petric

June 15, 1994

FRY

The CESP has carried out two types of experiment on measuring First Reading Yesterday (FRY). The first was performed during the National Readership Survey (NRS) in 1988. A questionnaire on yesterday reading was given by phone three weeks after the...

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

Authors: Hugues Chavenon, Françoise Dupont

June 15, 1994

Towards a truly internal market for advertising communication

A great deal has been written about the challenge of trying to "globalise" advertising in terms of its impact on consumers in different cultures and different parts of the world. More recently, the ability to reach consumers in fifty countries at...

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

Authors: Jean Bergevin, Margaret Holmes

June 15, 1994

Stalled or just running slow? Teleworking

This case study illustrates a reengineering of traditional market research in line with the call for papers for this seminar - market research was an integral part of the development process and not just a data supplier. Researchers from both the...

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

Author: James P. King

June 15, 1994

A new macro-level segmentation model for business-to-business marketing

In consumer markets, marketers and researchers have traditionally used demographics (sex, lifecycle, income, socio-economic class) to segment markets. Other segmentation bases have been proposed and used (psychographics, values), but "demographics"...

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

Author: Geoff Alford

June 15, 1994

Phone text, a form of interactive television

The old medium Videotext, connected by computers to a voice response telephone system, can transfer videotext into interactive television. This new medium is used for several purposes. One of them is to use interactive videotext for media research....

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

Author: Leendert van Meerem

Company: GfK

June 15, 1994

Customer satisfaction application in the information technology sector

If we had to sum up this telephone survey in three words, they would be: simplicity, speed and performance. The research has been carried out on a continuous basis in year-long waves. It relies heavily on PCs: not only for the actual interviews, but...

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

Author: Luciana Traversari

Company: DOXA

June 15, 1994

Strategic and structural implications in managing European brand development

This paper deals with three linked topics and their accompanying hypotheses:1. Strategic Implications for Branded Companies in the Single Market:-Corporate strategy will replace an add-up of brand objectives-Market segmentation will increase...

Catalogue: Seminar 1994: Building Successful Brands

Author: William Ramsay

June 15, 1994

The concerns and needs of insurance customers with particular focus on the situation in East Germany

Due to the increased perception of risk, the population is more strongly oriented towards insurance protection. In both East and West Germany, more than half of the population advocates having the most comprehensive insurance coverage possible for...

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

Authors: Renate Köcher, Sylvia Roth-Flockerzi

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1994