Resources Library by ANA

Optimum stimulation level and means-end hierarchies

The main objectives of this article are twofold: first, to illustrate the full range of potentialities of this new approach regarding consumers' segmentation, product positioning and advertising strategies; second, to highlight the close connections...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Pierre Valette-Florence, Bernard Rapacchi

June 15, 1993

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Alan Smith

June 15, 1991

Readership moods with French news magazines

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Daniel Adam, F. Laurent

September 1, 1990

Readership moods with French news magazines (French)

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Daniel Adam, F. Laurent

September 1, 1990

Selecting advertising routes for older target audiences (more than one way to skin a cat)

Our paper describes TBWA's approach to analysing advertising and how it can be used to isolate the different ways of communicating most effectively to old people as various brands' messages differ. The approach basically involves splitting the...

Catalogue: Seminar 1989: The Untapped Gold Mine

Authors: Jane Fiori, Patrick Peigne

June 15, 1989

Advertising strategy and media mix under control

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987

Author: Marc Vincent

September 1, 1987

Advertising strategy and media mix under control (French)

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987

Author: Marc Vincent

September 1, 1987

Developing an international advertising strategy for Johnnie Walker red label

The paper describes the preliminary research carried out and the thinking that prompted it. It goes on to discuss, specifically, the evolution of an advertising 'matrix' for use on a global marketing basis and how one element of it, the famous...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Monika Bhaduri

Company: Burke, Inc.

June 15, 1986

New technology contributions to new product and advertising strategy testing

This paper describes how new technology has been applied to single-source data designs for advertising strategy and new product testing in the United States. The history of single-source data is developed with regard to definition and utility. The...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Laurence N. Gold

Company: Nielsen

June 15, 1986