Resources Library by ANA

The application of catastrophe theory to help predict the outstanding new product

A number of different sales forecasting systems have been developed for predicting the sales volume potential of new products, particularly in the FMCG area. While most of these systems have a reliable track record for more conventional new products,...

Catalogue: Seminar 1990: New Product Development

Authors: Sid Simmons, Xavier Azalbert

June 15, 1990

The challenges and opportunities for new product development in the FMCG industry

The objectives of this paper are to suggest the need for a definition of ’major’ new products in the FMCG industry and to outline the challenges and opportunities for European new product development as we approach the Single Market. The...

Catalogue: Seminar 1990: New Product Development

Author: Bill Ramsay

June 15, 1990

NSS target monitor

This paper introduces a new approach to the diagnosis of (psycho- logical) brand positions on the market and to the assessment of the effects of marketing communications upon those. The method operationalizes the American concept of Consumer...

Catalogue: ESOMAR Congress 1989

Author: Peter H. van Westendorp

September 1, 1989

The role of research in corporate restructuring

This paper will discuss the concept of corporate identity as it is currently understood in Japan and will illustrate the Image/Identity Management Model which has been developed by Landor Associates to accommodate the Japanese-style Cl concept. The...

Catalogue: ESOMAR Congress 1989

Author: Marlyn (Mim) Ryan

September 1, 1989

Mobilizing values to slice up the market

The paper reports on a test of the model in a benchmark study done in the field of financial institutions. Respondents are categorized and grouped using the two key measures, and the predictions about them tested using a perceptual mapping technique...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Jan Hofmeyr

June 15, 1989

Adjustment of advertising to continually developing values: An operative model of analysis

The rapidly developing social and cultural scene is bringing about a parallel change in values, attitudes and life styles. This is reflected on the consumer's choice of products and brands. In Italy in particular the consumer is bombarded by a mass...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Authors: Graziella Messina, Franco Barbero

June 15, 1989

Using the extend Fishbein model to develop a marketing strategy in the mineral water market

This paper considers the value of understanding people’s attitudes towards mineral water. Its concern is to assess whether behavioural intentions can be predicted from the Extended Fishbein Model and to explore the ways in which the components...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Authors: Leslie de Chernatony, Simon Knox

June 15, 1989

Application of models to improve sales prognoses

The present contribution introduces a prognosis model developed by GfK Testmarktforschung especially for data out of micro test markets. This model allows the explicit consideration of measures of the marketing mix. This permits: 1. A prognosis even...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Raimund Wildner

Company: GfK

June 15, 1988

A divorce after twenty years or why and how Denmark is leaving the Belson model

The organisation for syndicated media research in Denmark was established in 1967 and it was quite obvious that we should use the Belson model for establishing readership figures. In the Danish organisation all parts interested in the matter are...

Catalogue: Seminar 1988: Media And Media Research

Author: Sigurd Bennike

June 15, 1988