Resources Library by ANA

A market model used to develop the positioning platform for a new antihypertensive

The paper is divided into two parts. The first part explains the market model used to represent the antihypertensive market in Italy. The model takes into account the nature of the prescribing situation and its anomaly with respect to many consumer...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: Nigel J. Burrows

June 15, 1991

Advanced fragrance basics: Establishing a framework for fragrance research & practice

The paper describes an empirical approach aimed at establishing and communicating what fragrance actually is, materially and parception-uise , preliminary to fragrance research or practice. The potential usefulness of so doing results from the fact...

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

Author: Michel-François de Dehn

June 15, 1991

Developing brand strategies across borders

Two of the many themes that have dominated ESOMAR's thinking in recent years provide the text of this paper. The first is the necessity of absorbing the lessons of marketing and developing research products and brands to add value to the analysis and...

Catalogue: Conference 1991: International Marketing Research

Author: Judie Lannon

June 15, 1991

An evaluation study of joint EC/ETC advertising to American prospects for pleasure travel to Europe

This paper illustrates the use of multi-criteria to evaluate an international travel advertising campaign. The effectiveness of print advertisements that contain coupons for response were measured on several different criteria: 1) the number of...

Catalogue: Seminar 1991: Travel And Tourism Transition

Author: Edward Berrol

Company: Ogilvy

June 15, 1991

Concentration analysis

On the basis of elementary information coming from the people-meter panel presently operating in Spain, an analysis has been made in order to go deeply into some quantitative aspects related to the TV consumption. Information is presented in respect...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Carlos Lamas

June 15, 1991

Economic evaluation in health care

The objective of this contribution is to briefly outline the broad category of cost- benefit analysis and its potential to provide a meaningful instrument in marketing concepts for pharmaceuticals. First, the incentives for the interest in...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: Angela Kempel

June 15, 1991

Enhancing media survey value through data fusion

The main objectives of this paper are to demonstrate the relevance and value of data fusion, as a technique, in the Media research area, by reference to two case studies; and to discuss the variety of opinions and difficulties attaching to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Michael M. Brown

June 15, 1991

European consumers and environmental behaviour

The environmentalism movement has the potential to significantly change marketing in the 90's, not only in Europe, but throughout the developed world. Although the issue has been widely publicised, most recently in reference to the Gulf war,...

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

Authors: Brian Voller, Andreas Winkler

Company: GfK

June 15, 1991

For a supply-side marketing in television

The method of study and assessment of television programs and programming set forth here neither seeks nor cares to replace existing approaches insofar as it meets neither the same needs nor the same demands. It seeks rather to complete and enrich...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Authors: Philippe Baudelot, Margot Levine

June 15, 1991