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Research papers

Cross-cultural segmenting and brand extension

Mercedes-Benz launched its first mini-car the A-class in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway revealed five major segments. All five segments had...

Catalogue: International Automotive Marketing Conference 1998
Authors: Erik Olson, Hans Mathias Thjomoe
June 15, 1998

Research papers

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alan Branthwaite, Rosi Ware
Company: KANTAR TNS Malaysia
September 1, 1997

Research papers

Subscribers and their magazines (Spanish)

The media research information about the magazine market-oriented medium has evolved in the sense of scaling up the public-lexicon of its socio-economic characteristics. The information we have today revolves around "who" and "how many" read. And...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Maria Luiza Antunes, Marcello Augusto Alvarenga, Katsura Nakamura Eguti
June 15, 1997

Research papers

Subscribers and their magazines

The media research information about the magazine market-oriented medium has evolved in the sense of scaling up the public-lexicon of its socio-economic characteristics. The information we have today revolves around "who" and "how many" read. And...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Maria Luiza Antunes, Marcello Augusto Alvarenga, Katsura Nakamura Eguti
May 1, 1997

Research papers

The role of research, particularly qualitative research, in concept development

The purpose of this paper is to demonstrate how market research can identify consumer needs and then assist in the development of concepts, and eventually of brands, to meet those needs: and brands, with their essential emotional components, rather...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Author: Stephen Wells
June 15, 1991

Research papers

Marketing communication and consumer involvement

The purpose of this paper is to present some ideas and hypothesis about two theoretical models describing how advertising works : the "learning model" (according to which advertising works on consumer attitudes, which in turn works on consumer...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Jean Michel Agostini, Michel Brulé
Company: BVA Group
June 15, 1991

Research papers

New consumption trends (German)

Lately, the headings "new consumption trends" and "change of paradigms" appear again and again to point out profound changes of consumer behaviour with important consequences for the entire market. The methodical prerequisite for the discovery of a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Christoph B. Melchers
Company: IFM Mannheim
September 1, 1990

Research papers

New consumption trends

Lately, the headings "new consumption trends" and "change of paradigms" appear again and again to point out profound changes of consumer behaviour with important consequences for the entire market. The methodical prerequisite for the discovery of a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Christoph B. Melchers
Company: IFM Mannheim
September 1, 1990

Research papers

Global attack

Johnnie Walker is the world's largest scotch brand and has enjoyed historicially a dominant position in many markets. However, in recent years the brand has come under some strong competition in many of its leading markets. As a consequence of this...

Catalogue: ESOMAR Congress 1989
Authors: Terry Hanby, Carol Coutt, Margaret Holmes
September 1, 1989