Resources Library by ANA

Maximising the effectiveness of television advertising

In North America and WestemEurope, the slowing of population expansion and inflation as well as ever increasing global competition have made it extremely difficult for marketers to achieve consistent revenue and profit growth. At the same time, much...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Margaret H. Blair

May 1, 1994

Monitoring the customer base to achieve profitability

This paper deals with profitability enhancement in retail banking. More explicitly we will focus on how banks can gain understanding of customer bases in order to enhance profits. We will argue for proper segmentation approaches, where profitability...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Authors: Mikael Paltschik, Kaj Storbacka

June 15, 1992

Detecting opportunities and risks to global branding

In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Jacques Blanchard, Chris Macrae

June 15, 1988

Pricing research what should we actually remeasuring?

Pricing research should help companies to calculate the optimum price for each of their products, in order for companies to achieve their basic goal: Profitability. Pricing research however often fails to do this. Indeed, despite the large number of...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry

Authors: Martine Leroy-Sharman, Ian Tinn

June 15, 1987

A book as a mass product

The Marketing Oriented approach and the use of appropriate tools in terms of Advertising and Market Research permit to obtain successful results not only in the traditional Mass Market markets, but also in the market of pocket books sold by...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Arnaldo Aisa, Silvana Biasutti

November 6, 1985

'Below-the-line spending' the need for understanding and control

SPAR has been designing, implementing, evaluating and executing promotional programs since 1967. Our approach has been successfully implemented in the United States, Canada, the United Kingdom and Australia. In the UK, through a joint agreement, AGB...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: William H. Bartels

November 6, 1985

The position and role of research within strategic marketing planning

In this paper I will attempt to do two things. First, I will tell you a little bit about strategic planning and how we have approached this extremely difficult subject. Second, I will attempt to position Marketing Research within the context of the...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Richard S. Halpern

Company: The Coca-Cola Company

August 23, 1981

Optimizing profitability through research amongst retail customers and staff

The study provided measures of the standing of W.H. Smith and its competition on specially-collected attitude dimensions. It also identified which aspects of the staff or the service they provide matter most to customers, and showed how the intensity...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Fred Y. Phillips, Robert Falconer

August 23, 1981

Budgeting to determine the profit contribution

This paper is a discussion in broad terms of the first two of these areas and in particular, the interaction between the two. Research data is one of the key inputs of the marketing planning process. However as with advertising or below-the-line...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Bill Blyth

August 23, 1981