Resources Library by ANA

Consumer panel and retailer panel as instruments for short, medium and long term planning in the textile ready made industry

The ready made clothing sector shows, more than any other field, a chain reaction between the behaviour of the end consumer and that of the retailer in such a way, that the producer appears to be directly involved, with a remote probability of...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Salvatore Ceglia

September 1, 1970

Marketing models for consumer durable products

Three detailed examples are given here for each of the subareas of product and price policy, distribution policy and advertising policy. In each case a tentative theory is postulated and evaluated in the light of the data available. Firstly, a...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: G.J. Aeyelts Averink

Company: Philips International

September 1, 1970

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Friedrich A. Rode

September 1, 1970

Discrimination testing

This paper is in the nature of a progress report since the author's previous contribution at the ESOMAR Congress of 1966. It starts from the premise that profits on repeat-purchase consumer products can often be increased substantially by...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: C. Greenhalsh

Company: KANTAR TNS Malaysia

September 1, 1970

Example of application of advertising research (French)

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Marc Vincent

September 1, 1970

Measurement of the competitive pressure of advertising campaigns(German)

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Dieter Müller-Veeh

September 1, 1970

Looking beyond the immediate market

The paper shows what happens when a company selling an industrial product to a small, closely-knit market looks beyond this immediate market to the much more complex and fragmented market which originates the demand for the product. The survey had...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: D. A. Clark

September 1, 1970

Forecasting with mathematical models

The development of such large, coherent computer models is still in its early stages. Basic social sciences research is still required. This is why a group of large European corporations (including PHILIPS) have sustained since 1964 a research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: E. Fontela

September 1, 1970

Using research in organising a conference programme

In the United Kingdom an annual Conference is held under the auspices of the Advertising Association, to which are federated Advertisers, Advertising Agencies and Media Houses through various trade associations. There were widely divergent views...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: Lorne James Rothman, Peter B. Mooney, Elizabeth Fallaw

Company: KANTAR TNS Malaysia

September 1, 1970