Resources Library by ANA

Some techniques and interesting results in discrimination testing

Profits on repeat-purchase consumer goods can be increased by replacing raw materials with cheaper substitutes while maintaining sales. In these cases, it is obviously essential that the performance of the finished product does not suffer. But it is...

Catalogue: ESOMAR Congress 1966

Author: Colin Greenhalgh

September 1, 1966

Some unusual sampling experiences in human systems problems

Sampling theory is well developed and well known. The most satisfactory methods are also simple. Unfortunately the theoretically sound and simple methods can seldom be applied in practice in sampling human population. It is often impossible to find...

Catalogue: The European Marketing Research Review 1966

Author: Leslie Wilkins

August 1, 1966

The co-ordination of the research and creative functions in a large advertising agency

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Authors: Mick Williamson, Julia Ann Burdus

Company: Ogilvy

June 1, 1966

The seven deadly sins in advertising research

Year after year industry invests ever increasing amounts in advertising, in order to keep up with the great competitive struggle. The sums thus spent go into hundreds of millions. Advertising should and must create advantages in competition. That's...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Herbert Flögel

June 1, 1966

The use of market research in international marketing management

In the context of this paper, I have restricted the term "International Marketing" to cover only the marketing of consumer goods with substantial advertising appropriations, i. e. appropriations aimed at and intended to create consumer demand for a...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Roger Goldsmith

June 15, 1965

Methods of measuring the difficulty of language used in advertising copy

This report describes the principal methods used for measuring the difficulty of language, makes a critical survey of the circumstances in which they can be used and discusses the problems associated with adapting some of them to other languages....

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Pompeo Abruzzini

June 15, 1965

International research problems

Research in marketing has a starting point in problems of business management. As in every organism the most important problems arise from interactions between that organism and its surroundings. A business is usually started to perform tasks that...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Jan van Rees

Company: Philips International

June 15, 1965

The identity crisis of the market researcher

The growth of marketing has also furthered the growth of two series of roles, one that of the Marketing Manager and another that of the Marketing Researcher. It is the purpose of this paper to examine the role of the researcher and its relationships...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Kenn Rogers

June 15, 1965

Concentric action and global strategy in the capture of markets

In this paper, we have tried to show the sort of problems created for firms by the application of a global strategy. Failure to face these problems would, however, involve more serious risks. As we have seen, the stakes are rising but it would be...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Bernard Krief

June 15, 1965