Resources Library by ANA

Consumers and brands

This paper focuses on efficiency, advertising investment efficiency, and of course, the most important theme, efficiency measuring. Measuring and efficiency, or efficiency measuring and efficiency - it is the same, because we will not know if we are...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Ampelio Plaza

October 20, 1998

SESAME

The main objective of the SESAME study is to answer to some fundamental questions which have been resolved by too "conventional" answers. For example : - What is spending for which objective? - Is there some spending level minimum or maximum? For...

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

Author: Alain Parodi

June 15, 1991

Services are men affairs marketing through

Let us just think about the specificity of services : how to manage, and how to implement a much more efficient marketing and strategy for a service company.

Catalogue: Seminar 1987: Strategies For Service Management

Author: Jean Luis Brousse

June 15, 1987

An evaluation of experimental field research

The purpose of our paper is to evaluate the application potential of experimental research, especially experimental field research, from the viewpoint of marketing decision making. On the one hand we try to demonstrate extensively some general and...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Matti Ahtomies, Uolevi Lehtinen

June 15, 1983

Selecting, developing and promoting appropriate insurance services for the current customers and through the existing sales services of banking organisation

The aim of this paper is to sketch the structure of an insurance broking business required to work alongside a banking set-up and to be the specialist service of the bank manager in his endeavours to introduce customers to insurance. How to be...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment

Author: Randle Manwaring

June 15, 1979

Improving the efficiency of research methods used in advertising tracking studies

This paper examines some implications of tracking studies and problems that arise in seeking to obtain measurable, meaningful shifts over time. Case history material is presented based on a three-wave study conducted in the UK on behalf of the Tea...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Peter Sampson, Keith Marshall

Company: Burke, Inc.

June 15, 1977

Improving the efficiency of sample surveys in industrial markets

This paper is about some of the practical problems, and opportunities, of quantitative research in non-domestic markets. It deals with day-to-day questions of universe definitions, sampling frames, sample sizes and fractions, grossing up to universe...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Andrew Robert McIntosh

August 1, 1975

Concept testing in the post-launch phase

There is probably very little early post-launch research in the life of a new product which is true concept testing. An informal analysis is made in this paper of the kinds of situation in which a company might feel that post-launch concept research...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development

Author: P. C.M. Hamblin

March 1, 1975

Improving the quality and efficiency of life-style research

This paper presents the results of research currently underway to develop more efficient life-style studies and to identify which aspects of life-style are most relevant to management. In particular it examines three principal issues: 1) the use of a...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Patrick Le Maire, Susan P. Douglas

September 1, 1974