Resources Library by ANA

Accident, fact or fiction?

This paper draws attention to the importance of perceived coherence between fragrance and concept - as expressed by name, pack, packaging, positioning, and advertising - and claims that products lacking such coherence, will encounter grave...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Barbara Busch

December 1, 1996

ARF model for evaluating media

More relevant and more realistic measures of media performance are now within our grasp. We must open our minds and we must open our pocketbooks to realise the benefits these data offer for more efficient and more effective advertising campaigns....

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

June 15, 1990

Developing a volume estimation procedure for new agrichemicals

The Agrochemical division of Monsanto in Europe were looking to develop a means to evaluate their new herbicides in terms of their likely volume potential in the market. Research International was briefed to adapt a simulated test market procedure...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Dany Theunens, Stafford Crossman

June 15, 1988

Evaluating the advertising revenue for a new title

The aim of this paper is to review a number of important aspects of this question, above all concerning incomes from advertisements.This paper consists of three parts: Part 1 offers a brief analysis of the readers market. The desire to achieve...

Catalogue: Seminar 1987: Publishing For Optimum Profit

Author: Hans van der Poel

November 25, 1987

An empirical evaluation of some aggregation techniques and estimation algorithms in conjoint analysis

The paper discusses some technical problems of conjoint analysis. A commercial application, concerning consumers' preferences for a specific kind of credit account is described.

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: Marcus Schmidt

October 26, 1987

Evaluating the impact of marketing mix variables on market shares

The goal of this paper is to evaluate the potential of marketshare models as decision-support tools. We apply systematically different versions of market-share models to a reasonably large set of state-of-the-art quality data (excluding, however,...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Marcel Corstjens, Gilles Laurent, Françoise Rostand

October 8, 1987

Move to market focus revitalises research at McGraw-Hill publishing

In January, 1985, McGraw-Hill Inc a $1.4 billion publishing and information supplier, underwent a dramatic reorganisation. The corporation had moved into the 80's with a myriad of broadcasting, print and other information products, organised under...

Catalogue: Seminar 1985: Quality In Publishing

Author: David P. Forsyth

November 27, 1985

Evaluating promotions cost effectively

This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be...

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

Authors: Marc Drake, Mike Sargent

Companies: KANTAR TNS Malaysia, Kraft Heinz Company

November 6, 1985

Uses and application of IMS databases and information sources for competitor analysis

The paper describes, in general terms, the most recent developments of IMS Database Services and relates these to the analysis of competitors. The need for numeric and text information is discussed in addition to the suggested uses of advertising...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Authors: David Brown, Maryanne Roach

February 27, 1985