Resources Library by ANA

Understanding promotion effectiveness and profitability

This paper introduces and explains a process for analyzing and understanding promotion effectiveness and profitability combining the use of information sources, state-of-the-art modeling techniques and procedures. The problems of simply managing...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Kenneth J. Wisniewski, Phillip A. Cartwright

Companies: Nielsen, Ernst and Young Services Pty Ltd

September 1, 1996

Researching audiences to target audiences... A different type of single source

This paper addresses the subject of how to promote programmes more effectively. It is important to understand at the onset that this paper is not addressing the issue of repeat viewing to programmes or trying to understand or indeed quantify...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: David Brennan, Jeremy Wyndham

Company: Nielsen

June 15, 1992

Magazines covers

The main argument put forward in this paper is that covers are of vital importance in stimulating magazine sales and readership and that market research can contribute greatly towards making them more effective in their impact and communication. The...

Catalogue: Seminar 1987: Publishing For Optimum Profit

Author: Heather Mulholland

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

Control of the effectiveness of "sampling" through a consumer panel

In this paper we are going to expound a control method which enables us to measure the effectiveness of promotional actions. We will be illustrating its application through an actual example of gauging a typical promotion, 'sampling'. The suggested...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Authors: Lluis Fatjo-Vilas Barbat, Juan S. Alos Batlle

June 15, 1987

Success or failure

Market research successfully developed tools to measure the effectiveness of below-the-line activities. These not only record reliably sales performance before, during and after promotions, but increasingly take into account "reason-why-data". Also...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Harald Ruppe

November 6, 1985

Evaluating promotions cost effectively

This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Marc Drake, Mike Sargent

Companies: KANTAR TNS Malaysia, Kraft Heinz Company

November 6, 1985

Advertising, promotions and direct marketing

The paper begins with an analysis of the spectacular development of the direct marketing Europe and the United States, followed by an examination of the causes of this development. The second part of the paper stresses the crucial importance of...

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

Author: Sylvère Piquet

June 15, 1981

The evaluation of below-the-line activity by ad hoc field research

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Peter Sampson

June 15, 1980