Resources Library by ANA

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

Readers-per-copy revisited

The ratio of the estimated readership of a newspaper or magazine to its net sale or circulation - 'readers-per- copy' - remains a controversial statistic, principally because many people believe, erroneously, either that similar publications should,...

Catalogue: Seminar 1988: Media And Media Research

Author: Michael M. Brown

June 15, 1988

Linkages

The linkage approach offers the potential solution to the continuing challenge of better understanding the consumer; the ideal that we strive for -- the ability to identify, describe and track consumers at the individual level. The proliferation of...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Lynn S. Whitton

Company: American Express Company

June 15, 1988

New product introduction based on pre-test market data

In this paper the current version of a pre-test market system will be described which is designed to perform a comprehensive analysis of individual choice, perception and preference data, offers different ways to compute market share estimates, takes...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Ingo Böckenholt, Wolfgang Gaul

October 26, 1987

Corporate image purchasing analysis

The choice of a specific manufacturer (brand) or supplier in the business-to-business market is not only determined by company performance, e.g. price, quality and time of delivery, but also by a company's corporate image. Corporate Image Purchasing...

Catalogue: ESOMAR Congress 1987

Authors: J. N. van der Veld, Erik-Jan Borgmeijer

Company: Motivaction International B.V.

September 1, 1987

Adapting positioning strategy to consumers' quality and value needs in service markets

NOVACTION'S PERCEPTOR SYSTEM comprises marketing models and an experience database. The models provide an analytic framework for understanding the contributions of brand positioning and marketing mix to consumers' brand preferences and purchasing...

Catalogue: Seminar 1987: Strategies For Service Management

Author: Chris Macrae

June 15, 1987