Resources Library by ANA

Perception and positioning of private and public financial institutions (French)

On the Belgian market, private and public (or para-public) financial institutions are competing with each other and proposing certainly and at least to the public at large and to the small and middle sized companies products or services of which the...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally

Author: Jean Quatresooz

June 15, 1982

The changing scene in international pharmaceutical marketing research

Because of fundamental changes in the nature of pharmaceutical marketing, there has been a considerable increase in the demand for pharmaceutical market research. There is now: increasing competition, increasing need for marketing skills and...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Clifford H. Jellett

Company: Harris Interactive (Europe)

September 1, 1981

Evaluation of a corporate image campaign

Many corporations have begun intensive advertising campaigns to improve their public images. These programs involve taking a strong stand on matters of public policy. This paper will examine two diverse approaches to the problem. One company has...

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

Author: Malcolm B. Ochs

June 15, 1981

Tracking the shampoo market

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from...

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

Author: Alan Smith

June 15, 1981

Advertising in Europe

The developments of publishing in the decade regarding innovation and the competitive situation first of all requires an analysis of the present situation of the media scene in Europe. Four years ago it was rather difficult to give a general summary...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: F.-Jürgen Stockmann

June 15, 1981

Marketing research in the developing countries

The paper outlines various reasons for the increasing interest shown by the pharmaceutical industry in the 'developing' countries. Their population growth, coupled with substantial resources and disposable income, have caused many countries to...

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing

Author: Michael R. Pratt

February 1, 1979

A manufacturer's view of promotions

In the case that I want to look at today, I plan to show how promotion was used in the successful development of a brand in a highly competitive market, and to describe an approach to measuring the value of a promotion both before implementation and...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Mike Fann

June 14, 1978

Determining marketing budgets

Anglo-Saxon accounting practice puts marketing expense within the framework of what is termed selling expense. Selling expenses consist of expenses for marketing, advertising and/or distributing the product, i.e. Salesmen's Salaries, Salesmen's...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Barry Leach

June 14, 1978

Survey research findings as a basis for court rulings concerning unfair competition

The paper discusses the use of survey research findings as evidence in law court proceedings, a subject that has become increasingly significant, particularly in law suits concerning unfair competition. This is an area where survey results play an...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Wilhelm Schwarzenauer

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1977