Resources Library by ANA

Techniques for targeting television advertising to product users

The belief in the potential for direct targeting of television advertising has grown out of five years' experience conducting fourteen Commercial Recognition Studies. In total, one hundred and five housewife- targeted commercials, forty five...

Catalogue: Seminar 1982: Improving Media Research

Authors: Sue Stoessl, Suzanne Hatley

June 15, 1982

Measurement of retail sales beyond the normal packaged grocery products

The paper describes an attempt to measure retail sales beyond the usual measurement of branded packaged groceries. It explains why the attempt should be made, especially by an independent television contractor; it examines the method used to obtain...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers

Author: Hugh Johnson

June 15, 1982

United Kingdom

Industrial market research is usually regarded as a specialist area within the wide spectrum of market research. While a lot of industrial market research comprises small qualitative and desk research studies using the techniques of economic...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Lionel Gordon

October 1, 1981

Fed. Rep. Of Germany

During the last 10 years IMR has enjoyed a positive evolution, expressed not only in terms of volume of research, but also of the increasing application of more- sophisticated methods and evaluation techniques. The expected future development of IMR...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Peter Bornitz

Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH

October 1, 1981

Developing user information requirements

A methodology is developed in this paper to meet the complexity of identifying information requirements at top management level. The main problems with such a methodology are, firstly, to find a strategy for determining the essential information...

Catalogue: Seminar 1980: Information Systems In Action

Author: Ritva Rautkylä

June 15, 1980

Strategy

Introductory paragraph to section "Strategy" of the book "Market Researchers Look at Advertising".

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

Author: ESOMAR B.V.

June 15, 1980

Advertising and marketing research

Case histories written by manufacturers are always more direct than those by advertising agencies or research suppliers: fewer axes are being ground. Case histories have more personality than abstract listings of factors or methods. So this early...

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

Author: Philippe De Vendeuvre

June 15, 1980

Adapting packaged goods research techniques to the development of new magazines

The biggest problem that researchers in the magazine field face is that not all of the existing techniques are as readily adaptable to the investigation of magazines as most research firms think. As a matter of fact, we at Time Inc. have had to...

Catalogue: Seminar 1979: Publishing And The Communications Industry

Author: Malcom B. Ochs

November 1, 1979

Test marketing and simulation

The key elements to measure in a test market are: - awareness; - penetration; - repeat buying rate; - distribution. The repeat buying rate being most essential: - Standard (full-size) test markets will survive, but in a different role. It will be an...

Catalogue: Seminar 1979: New Product Development

Author: J. Ben F. Morel

October 1, 1979