Resources Library by ANA

The structure chart

Our experiments have led to the formulation of a "structure chart", which effects an innovatory integration of qualitative and quantitative research, producing a harmonic yet distinctive interpretation of . "realistic" data (functional and...

Catalogue: ESOMAR Congress 1987

Authors: Camillo Dagradi, Bruna Spataro, Laura Frontori

September 1, 1987

Brand image and global corporate identity

This paper shows which similarities exist between consumers of the same type, even if these live in totally different countries e.g. Germany, France and in USA. The client's hypothesises about different brand images in various countries proved to be...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Herbert Wettig

Company: Compagnon Marktforschung GmbH & Co. KG

June 15, 1986

Target group

There are two main lines in campaigns for industrial products: 1. To give priority to the product and its qualities (Product image); 2. To give priority to the company behind the products (Company image). In principle, the more complex the product...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Bö Bäckman

June 15, 1986

Brand image and global corporate identity (German)

This paper shows which similarities exist between consumers of the same type, even if these live in totally different countries e.g. Germany, France and in USA. The client's hypothesises about different brand images in various countries proved to be...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Herbert Wettig

Company: Compagnon Marktforschung GmbH & Co. KG

June 15, 1986

Sponsorship

The appropriate way of utilising sponsorship is therefore to consider it as one of the available communication tools, with its own characteristics and peculiarities, to be used alone or in conjunction with other communication elements like...

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

Author: Alessandro Cristofani

November 6, 1985

How to make the most of your brand

This example shows well that this way of reasoning and its pertaining techniques made it possible to find a competitive locating which helped to endow red AMBASSADEUR with a strong personality and to use at the same time all the potentialities of the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Richard Lancestre, Anne Marie Naud

June 15, 1984

How to make the most of your brand (French)

This example shows well that this way of reasoning and its pertaining techniques made it possible to find a competitive locating which helped to endow red AMBASSADEUR with a strong personality and to use at the same time all the potentialities of the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Anne Marie Naud, Richard Lancestre

June 15, 1984

The use of transactional analysis in the development of a new brand's personality

We have attempted to address in an approach to measurement we have called 'Brand Diagnosis'. Our objectives in doing so were to combine the 'divergence' of a qualitative research methodology with a method of analysis which would simulate the...

Catalogue: Seminar 1983: New Product Development

Authors: Max Blackston, Margaret Holmes

Company: Marplan Forschungsgesellschaft mbH

November 2, 1983

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

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

Authors: Marc Vincent, José-Maria Riera Vidal

Company: Nestlé

June 15, 1981