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Research papers

Maximising the effectiveness of television advertising

In North America and WestemEurope, the slowing of population expansion and inflation as well as ever increasing global competition have made it extremely difficult for marketers to achieve consistent revenue and profit growth. At the same time, much...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Margaret H. Blair
May 1, 1994

Research papers

Monitoring the customer base to achieve profitability

This paper deals with profitability enhancement in retail banking. More explicitly we will focus on how banks can gain understanding of customer bases in order to enhance profits. We will argue for proper segmentation approaches, where profitability...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research
Authors: Mikael Paltschik, Kaj Storbacka
June 15, 1992

Research papers

Detecting opportunities and risks to global branding

In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Jacques Blanchard, Chris Macrae
June 15, 1988

Research papers

Understanding consumer values

As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Chris Macrae, Carlos Harding
June 15, 1988

Research papers

Innovation

In the 1960's Tom and Audrey Eyton started a bi-monthly magazine, Slimming and Nutrition, working on their kitchen table at home. It cost them £2,000 to start: some years ago they sold it to a big publisher for £4,000,000. That’s...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Author: Michael Bird
November 25, 1987

Research papers

Pricing research what should we actually remeasuring?

Pricing research should help companies to calculate the optimum price for each of their products, in order for companies to achieve their basic goal: Profitability. Pricing research however often fails to do this. Indeed, despite the large number of...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry
Authors: Martine Leroy-Sharman, Ian Tinn
June 15, 1987

Research papers

Profit from planned publishing

This paper is not so much about magazines or micros as about management, and in particular the use of information in management decisions. It just happens that the writer's business is magazines and he has found in the microcomputer the ideal tool...

Catalogue: Seminar 1985: Quality In Publishing
Author: Michael Bird
November 27, 1985

Research papers

'Below-the-line spending' the need for understanding and control

SPAR has been designing, implementing, evaluating and executing promotional programs since 1967. Our approach has been successfully implemented in the United States, Canada, the United Kingdom and Australia. In the UK, through a joint agreement, AGB...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: William H. Bartels
November 6, 1985

Research papers

A book as a mass product

The Marketing Oriented approach and the use of appropriate tools in terms of Advertising and Market Research permit to obtain successful results not only in the traditional Mass Market markets, but also in the market of pocket books sold by...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Arnaldo Aisa, Silvana Biasutti
November 6, 1985