Resources Library by ANA

How to adapt research techniques to design and assess corporate image advertising

Corporate advertising requires a research-based approach just as much as product advertising. A good example is Imperial Chemical Industries Ltd., who have been using this approach in Britain since the 1940's. Following research in 1968, the campaign...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Alan Wolfe

Company: Ogilvy

June 14, 1978

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Tony Twyman

June 14, 1978

Input/output models

This paper describes structure and result of the model M*I*C*I*0 (Modello Industria Chimica Input Output) prepared in order to: 1) determine a valid correlation between the development of the national economy and that one of the chemical industry; 2)...

Catalogue: Seminar 1977: Marketing Management Information Systems

Authors: C. Trabucchi, G. F. Corazza, S. Ghiringhelli

June 15, 1977

World meat market beef, pork, mutton, poultry

This study, the largest ever carried out on the subject, has approached the meat problem in its totality:1. At the level of products (beef/veal, pork, sheep meat and poultry) have been studied;2. All the main meats at the level of countries: all the...

Catalogue: Seminar 1976: The Future Of The Animal Health Care Market

Author: Jacques Belay

November 24, 1976

PAKOM: The price-sales functions of competing brands

This model, which is called PAKOM from the initials of its German name, concerns itself with the effects of price differences and indicates what influence the price policy for a product has on the level of sales, against the background of competitor...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Klaus Kornobis

Company: Nielsen

September 1, 1976

PAKOM: The price-sales functions of competing brands (German)

This model, which is called PAKOM from the initials of its German name, concerns itself with the effects of price differences and indicates what influence the price policy for a product has on the level of sales, against the background of competitor...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Klaus Kornobis

Company: Nielsen

September 1, 1976

Questionnaire monotony endangers the comparability of results (German)

Monotony and its side-effects have been dealt with in other areas. But monotony is powerful enough to adulterate the results. Noelle Neumann proved that the influence of monotony was visible even in simple inquiries, for example when ascertaining...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Erp Ring

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1976

Evaluating a consumer dial

In this article we show how the effects of many marketing actions can now be evaluated in some detail. The basic question considered is not whether there was any positive effect at all (eg on total sales) but what kind of effect it was (eg extra...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: Andrew S. C. Ehrenberg, Gerald J. Goodhardt

June 15, 1976

Learning about promotions

Ultimately we need to establish the effects which promotions have on the consumer- i.e. any increased purchasing in the short term, or changes in attitudes and loyalty in the longer term - and to relate this to costs. Where promotions are aimed at...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Author: Andrew S. C. Ehrenberg

June 15, 1976