Resources Library by ANA

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

A multidimensional analysis of consumer preference judgements related to print ads

In this paper we will restrict discussion to print ads and consider methods and models which allow to analyse constructs such as the first affective impression or emotional and/or psychological appeals of print advertisements. These constructs are...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Ingo Böckenholt, Wolfgang GauI

June 15, 1984

Plus print

PLUS PRINT is the title of an intermedia advertising effectiveness study. It stands for the effectiveness of advertising in electronic media plus additional advertisements in consumer magazines, demonstrated by HORZU, the largest selling magazine in...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Rolf Speetzen

June 15, 1984

A state-of-the-art eye movement research

Eye movement research has been used in Marketing Research for many years. However, recent advancements in fiber optics, digital processing and advanced electronics have made possible giant steps forward from the old days of "eye cameras". Burke...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Lynn Y.S. Lin, Par Källeskog, Nick Calo

Company: Burke, Inc.

June 15, 1984

A new approach in audience measurement for print media

In our continuous Australia-wide Readership Survey, we interview about 26000 people each year. Each month two different cross-sections, each of about 1100 people, are interviewed. For dailies, weeklies and monthlies, different economical and quick...

Catalogue: Seminar 1982: Improving Media Research

Author: Roy Morgan

Company: Roy Morgan Research Pty Ltd

June 15, 1982

Researching print communications

Although we may have entered the era of the microchip, the bulk of communications initiated by corporations and government departments are still print communications. Billions of such communications are issued every year. They are often not as...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: John M. Caffyn

June 15, 1981

Affinity and communication indices as qualitative scales for the selection of target groups

In a market which is becoming increasingly narrow for the print media, certain future directions are recognisable, all of which require increased target group research. New magazines devoted to new target groups are developed from editorial sections...

Catalogue: Seminar 1981: Publishing in the 1980's

Authors: Georg Gramse, Kurt Ludwig

June 15, 1981

Accommodation and flexibility

At the outset, advances in electronic publishing proved to be a boon to print publishers. Computerized typesetting and similar developments permitted us to deliver a more attractive product on a more timely basis, and with a savings in labor costs....

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Samuel A. Wolpert

June 15, 1981

Launching of the geo magazine in the federal republic of Germany and two years later in France and the United States

The subject of this report are the specific details concerning the launching of the GEO magazine. All other details that were taken into consideration like the analysis of the market, the competition, the target groups, the marketing objectives, etc....

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Imre Breuer

June 15, 1981