Resources Library by ANA

Should advertising spend be maintained at all costs?

In the course of this paper, are the results of a study which has examined brands over 20 years. Advertising is the continuous theme but each is examined in conjunction with other influential strategies ranging from sales promotions to product...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Sheila Byfield, Allan Breese

Companies: Ogilvy, KANTAR TNS Malaysia

June 15, 1994

Promoting media advertising against promotion spending

The forces affecting brand marketing have resulted in many changes in recent years and will continue to do so at an accelerated rate over the next 5-10 years. One clear and damaging manifestation of these changes, not just from a publisher's...

Catalogue: Seminar 1993: Competition In Publishing

Author: Alan Smith

June 15, 1993

The effect of past purchase behaviour on consumers' coupon redemption probabilities

Coupons are one form of Sales Promotions which have experienced a dramatic growth in most countries during the past 10 years. Studies conducted by commercial market research companies such as AC Nielsen provide ample evidence of this trend. One...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Pascale G. Quester

June 15, 1991

The meaning of sales promotion to the public

We intend to explain the fundamental behavior of the Italian public with regard to "promotion", "sponsorship" and conventional advertising. The data mentioned in this report derive from: - several Eurisko motivational surveys - a 1990 survey on a...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Giuseppe Minoia, Germano Calvi

Company: GfK

June 15, 1991

An enquiry into the marketing value of permanent coupon saving promotions

This paper demonstrates how the marketing value of a permanent coupon saving promotion system can be estimated by application of the TARGET MONITOR MODEL. An important finding is that the permanent coupon saving promotion can increase the quality of...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Peter H. van Westendorp

June 15, 1991

Causes of advertising expenditure variations in Sweden 1975-1987

Advertising expenditure in traditional media has risen faster than inflation during the period of analysis, with the exception of 1980 and 1981. Surveys and analyses show that expenditure in direct mail and various forms of sales promotion were about...

Catalogue: ESOMAR Congress 1989

Author: Tomas Gröndal

September 1, 1989

A new look at a popular women's weekly

This paper traces the research conducted between July 1985 to September 1987 to assist in the reshaping of Woman's Realm, a popular U.K. women's weekly magazine. In 1984 circulations were falling year on year making it increasingly difficult to...

Catalogue: Seminar 1987: Publishing For Optimum Profit

Author: Simon Godfrey

November 25, 1987

Promotional pricing effects

This paper is concerned with promotional pricing. It is studied in the context of a major consumer products category in the Canadian Market using electronic diary data. Price effects on several brands are shown. One brand is analysed in greater...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Robert L. Day, Roger M. Heeler

October 26, 1987

Research on ‘below the line’ expenditure

This chapter deals with the contribution of research, both in the planning and evaluation, of ‘below the line’ activity. Any definition of ‘below the line’ assumes a false dichotomy since many promotions are dependent on media...

Catalogue: Consumer Market Research Handbook

Author: Martin Simmons

August 1, 1986