Resources Library by ANA

The scent and the marketing mix

This is a report on two recent exploratory studies in which these questions were addressed. Other aspects of one of these have previously been reported elsewhere, but not the data presented here. In view of the limited size and the non-representative...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Authors: J. Stephan Jeilinek, B. Olias du Bosque, J. Gschwind, Bernd Schubert, Andreas Scharf

Company: Procter & Gamble

June 15, 1991

Use of PC software in conducting ACA and modelling the results

Markets are increasingly dynamic: the conditions which obtained when research was commissioned may no longer obtain when the findings are delivered. Appropriate research techniques harnessed to the ever increasing power of the personal computer allow...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: David Adams

June 15, 1991

Using research for broadcasting decisions

This paper describes research done on behalf of a leading late night British news and current affairs programme, Newsnight. The editor was concerned about the ten-year-old programme's current status in the changing climate of news and current affairs...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Authors: Moira Bovill, Mike Smith

Company: British Broadcasting Corporation (BBC)

June 15, 1991

The multiplier effect

In the past our Company was part of the international network of publishers experimenting the Multiplying the Media Effect Research Programme. In Italy, as with all the countries where these experiments were carried out, the results substantially...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Authors: Arnaldo Aisa, Luisa Pogliana

June 15, 1991

The social psychological basis of individualisation in consumer lifestyles and demand

Individualism in Western countries has come about through psychological and socio-cultural factors: human needs for a separate, distinctive identity in comparison with others. This requires secure attachments and core group affiliations, on top of...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Author: Alan Branthwaite

Company: KANTAR TNS Malaysia

June 15, 1991

Duty free

This research programme was carried out with a marketing, not a technical, objective. In a situation where multinational throngs of travellers mill around together in the duty-free environment, it was imperative to find ways of directing products at...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Authors: Diana Hardie, Margaret Holmes

June 15, 1991

Models of the advertising process

In 1967 I gave a paper with the title "What do we know about how advertising works?" to an ESOMAR seminar on advertising research. That paper queried a number of assumptions about advertising which were then still prevalent: such as advertising as...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Timothy Joyce

June 15, 1991

The European business travel market

This paper contains a discussion of the methods by which the value of the European business travel market is estimated and reviews the types of research undertaken in the business travel sector. The basic shortcomings of using market research to...

Catalogue: Seminar 1991: Travel And Tourism Transition

Author: Kevin O’Brien

June 15, 1991

The use of research to develop a new concept in international management development services

The increasing internationalisation of business activities, both in Europe and elsewhere, has led to a growth in demand for management development services with an international focus. Ashridge Management College and the Center for Creative...

Catalogue: Conference 1991: International Marketing Research

Author: Carol Coutts

June 15, 1991