Resources Library by ANA

Conclusions of the seminar

Concluding remarks of the ESOMAR seminar "From market research to advertising strategy and vice-versa" by J. A. Burdus.

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Julia Ann Burdus

June 15, 1973

Acceptance of a new product relies upon communication. As an example: Introducing of disposables in French hospitals

The purpose of this paper is to show the lesson a manufacturer of disposables can learn from a study and how he used its results in a concrete way to communicate with the decision makers in order to promote his products. This shall be the object of...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields

Authors: Louis Tuvee, Jean Bigant

June 1, 1973

A suggested explanation of the mechanisms of advertising

Advertising communication is not the only form of information available to the public concerning the products and brands offered it. Before attempting to determine how this advertising communication works, let us first place it in the context of...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Marcel Marc

June 15, 1971

Below-the-line promotion

During 1969 and 1970 a programme of research was undertaken at the University of Bradford Management Centre which explored some hitherto ignored aspects of below-the-line promotion. Part of this programme, the whole of which was initiated and...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Martin Christopher

June 15, 1971

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Robin T. J. Tuck, W. G. B. Harvey

June 15, 1971

Theoretical notes on an experiment

This essay has been based on an experiment; the examination of the "image" of a brand of condensed milk. The process of investigation has been developed over several years. The Institute of Investigation and the Client's Market Research Department...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: Francisco Castaher, Jesus Ibanez

Company: Nestlé

September 1, 1970

A marketing information system

The complexity of modern business is such that it is sometimes necessary for us to stand back and try to find an underlying theory or concept on which to hang all the various otherwise dissociated problems and events. The purpose of this paper is to...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: David Miln

June 15, 1969

People interest as a basic criterion in market segmentation and the integration of research

In a large Swedish study (some 20.000 interviews on nation-wide probability basis) it has been shown that the entire process is structured by people 'a interest for the subject area. Such an interest is thus the most appropriate basis as well for the...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Jarko Cerha

June 15, 1969

Reaching the industrial customer

My purpose for being here today is to present the findings of communications studies conducted by Opinion Research Corporation, my parent company, among industrial customers. Opinion Research Corporation does not suggest itself as expert in such...

Catalogue: Seminar 1969: Research In Industrial Marketing

Authors: Juanita M. Byrne-Quinn, Robert M. Worcester

March 5, 1969