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Research papers

Beyond numbers

Imagine being able to identify segmented key in-store touchpoints with no observations, no contact with shoppers, no lab test, no virtual reality test. Imagine you could have answers in 10 days only. Imagine you could count on more than 20 million...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Author: Christian Abramson
Company: Colgate-Palmolive
March 13, 2018

Research papers

Advertiser feedback

Not only must we evaluate the national mass appeal channels, but local market channels and potentially the hundreds of special appeal channels. We also, I suggest, need to change our perspective from evaluation of the transmission carrier to the...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Roger E. Godbeer
Company: Colgate-Palmolive
May 1, 1994

Research papers

The challenge of continuous improvement...The integrated data source approach to market research

The paper is divided into two parts. The first part discusses the factors which will lead advertisers in general, and one advertiser specifically into complementary data sources to the traditional data banks preferred by marketers, or those preferred...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Richard S. Wilson, Roger E. Godbeer
Company: Colgate-Palmolive
May 1, 1994

Research papers

In-home scanning and people meters: Information enhancement or respondent overload?

This paper examines advertiser and agency perspectives on single source data. The authors present a method of evaluating different single source systems based on the informational need for which each service was designed to address. The "focal point"...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Authors: Joseph C. Philport, Roger E. Godbeer
Company: Colgate-Palmolive
June 15, 1992

Research papers

Global branding and segmentation: Everything old is new again

This paper discusses the experiences of a major multi-national country with global branding, in general, and the market research aspects, in particular. It focuses on specific research programs developed to address global marketing issues relevant to...

Catalogue: ESOMAR Congress 1989
Author: Elana M. Hudak
Company: Colgate-Palmolive
September 1, 1989

Research papers

The mature market

In recognition of past neglect of mature consumers, Colgate-Palmolive is changing its ways. The initial steps have been taken and a continuing program will be maintained. The intent is to enrich the knowledge and understanding of mature consumers,...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Jacklyn H. Posner, Meryl Bass, Jim Figura
Company: Colgate-Palmolive
June 15, 1989

Research papers

The role of trade attitude research upon the business strategy decision making process

The overall objective of this paper is to demonstrate the role and effectiveness of trade attitude research in increasing the awareness and understanding of the manufacturer/trade relationship in order to identify elements upon which the profitable...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Authors: Michael Hague-Moss, Barrie Parker
Company: Colgate-Palmolive
June 15, 1982

Research papers

Panel prediction techniques

The paper discusses the reasons why Consumer Panels are among the research techniques considered to be likely to lead in terms of future growth in market research, notably in relation to specialist Panels, increased practical sophistication of data...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: John Parfitt, Reg Clay
Company: Colgate-Palmolive
September 1, 1980

Research papers

The application of a long and medium term M.M.I.S.A.T Colgate-Palmolive

Only a flexible, sophisticated and scientifically based system can give a satisfactory answer all sides can agree to and use as rational guidelines for the future. Colgate- Palmolive utilizes a MMIS to analyse the effect of its marketing-mix and to...

Catalogue: Seminar 1980: Information Systems In Action
Author: Janine Rouas
Company: Colgate-Palmolive
June 15, 1980