Resources Library by ANA

A panel for mutual communication

A panel that has been in operation for about three years shows how a simple and inexpensive method can supply three market partners, manufacturers, dealers and advertising agencies - with valuable, down-to-earth in- formation quickly and discreetly.

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Jörg Rehorn

June 15, 1981

Researching the market for new publications

In launching new publications use can be made of desk research, qualitative research and quantitative research. Desk research tends to be used purely to help set advertisement rates, and make estimates of circulation/readership. Existing data sources...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Nigel Spackman

June 15, 1981

Defence-inducing advertising

This paper discusses the research applied to the development of the Scottish Health Education Unit's publicity material, and outlines the two major problems incurred. The first is that, unlike much of product advertising, most health publicity is...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: D. S. Leathar

September 1, 1980

Attempt at integration of social change for business purposes

While the industrialised countries of Western Europe have managed prodigious feats of production and growth during the past 25 years, current difficulties would seem to indicate that 'unexpected visitors' have somehow disturbed the rules of the game,...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making

Author: Henri Lombard

Company: Shell Global

June 18, 1980

Interactive service to management

The availability of advanced techniques provides job satisfaction for analytical staff and the use of such techniques provides the information needed by management to maintain a competitive edge. The use of these techniques is usually by specialist...

Catalogue: Seminar 1980: Information Systems In Action

Author: Elisabeth W. de Bruyn

June 15, 1980

The gold cup

In this paper, we see the partnership in action. The case history is a simple one, some would say naive. No methodology is put forward from which we may benefit. The research was not formal: it consisted only of the team itself visiting sales...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Robert E. Miller

June 15, 1980

An experiment in building a marketing information system

In this paper we describe how we tried to solve a marketing information system need. First, we explain why we were gradually convinced it was necessary. The second step in our thinking was to list all the data we had and wanted to integrate in it....

Catalogue: Seminar 1980: Information Systems In Action

Authors: Françoise Rostand, Marc Olive

June 15, 1980

Creative development

This subject has always been central to the advertising agency researcher. The creative department is the agency’s factory, on which all else depends. The researcher not only supplies some of its raw material, he provides the oil which keeps the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980

Can you forecast the effectiveness of a promotional campaign?

I would like to spend a few minutes looking at what is meant by predicting the effectiveness of a promotional campaign. Second I would like to talk about some of the efforts that have been made in the field, and related areas, passing a few comments....

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Philip J. Brown

June 15, 1980