Resources Library by ANA

A book as a mass product

The Marketing Oriented approach and the use of appropriate tools in terms of Advertising and Market Research permit to obtain successful results not only in the traditional Mass Market markets, but also in the market of pocket books sold by...

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

Authors: Arnaldo Aisa, Silvana Biasutti

November 6, 1985

Horse racing sponsorship

The choice of horse racing sponsorship can solve the problem of being in touch with the most difficult target: the wealthy. The cost effectiveness of this operation is, by large, at the top of the scale. That's why it seemed worthwhile to consider...

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

Authors: Tino Biglia, Ruggero Mazzini

November 6, 1985

"Below-the-line" and "sponsoring"

In this paper some basic comments are made about a subject - below the line - which normally leads to Babylonian situations. In the first chapter we will deal with a description of the fields of below the line. In the second chapter we will talk...

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

Author: Willem G. Gussekloo

November 6, 1985

Lancia 1984 grand galá

Before the Lancia Grand Gala 1984 can be presented within the framework of brand promotion activity it is necessary, indeed absolutely essential, to define the background. Above all, the overall auto market is as we shall see in direct contrast to...

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

Authors: Tino Biglia, Franco Cagnasso

November 6, 1985

A case of telemarketing contribution to success in below-the-line activities

A substantial manufacturing company operating in the difficult food-stuff field had set itself as an objective to expand their distribution beyond their limited regional market. The method employed has been that of a combination of direct marketing...

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

Author: Roberto Volk

Company: B&C s.r.l.

November 6, 1985

Introduction to the seminar

We will be discussing the use of promotion and sponsorship in the marketing mix, dealing with the state of the art and trends. And, of course, within the framework of the ESOMAR umbrella, we will pay particular attention to roles of research in...

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

Author: Mario van Hamersveld

Company: Philips International

November 6, 1985

Insurance for women

Several competitive assurance companies haverecently introduced and are heavily promotingpolicies specifically geared towards women. The research objectives therefore were: 1. To explore what women at differentages and different stages of theirlife...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1979

Qualitative research on Cities and Coaches

The 1979 Thomson coach holidays brochure is quitedifferent from the 1978 brochure. It has analternative mix of programmes and the inside layoutdiffers significantly. The research was required to examine this change ofstyle in the light of the...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 1, 1979

Qualitative research on Dairylea

For ten years now Dairylea sales have shown a fairlyconsistent decline. J. Walter Thompson feel that consumers need to bereminded about the natural goodness of Dairylea, toencourage them to value it more highly.To this end, the Agency has devised a...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

March 1, 1979