Resources Library by ANA

Consumer behaviour of young people

During the last years the interest in young people's consumer behaviour has greatly increased. Young people as almost emancipated partners in the process of purchase decision are supposed to be educated in order to become consumers like adults. They...

Catalogue: Seminar 1980: Children And Young People

Author: Liselotte Fessel

Company: GfK

June 15, 1980

Application of life style studies media planning by motivational-psychological criteria

In our agency, advertising campaigns are developed in principle in the aspect of individual reach of target persons, and not with alignment to the mass public. The advertising is to reach the individual person, and not a more or less heterogeneous...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Heinz Retsch

June 15, 1980

Psychographics and its practical application to the publishing business

This paper shows the findings of the first psychographics conducted in Italy on a national sample representative of the adult population ageing from 18 to 65 years and the practical application to a family weekly magazine which has a wide...

Catalogue: Seminar 1979: Publishing And The Communications Industry

Author: Costantino Jannacone

November 1, 1979

Psychographic segmentation in the financial area

The purpose of this article is to outline the preliminary work we in IBRO have been doing on psychographic segmentation. I will, firstly, say something briefly about the background and basis of the work done, I will then indicate the discriminating...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment

Author: R. Tiller

June 15, 1979

Multivariate perspectives

This paper is concerned with perspectives on the use of multivariate techniques in marketing. The marketing concept has taught us to define markets and products in terms of human needs. This has fostered two fundamental segmentation stratagems:...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Author: Joseph R. Murphy

March 1, 1979

Psychographics and retail banking

Amsterdam-Rotterdam Bank,N.V. (Amro Bank), one of the leading retail banks in the Netherlands, in 1975 faced the problem of how to re-segment the national market for personal savings and checking accounts. We felt that this market could be segmented...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Author: Philip P. Todd

September 1, 1978

The contribution of psychographic research to promotion

The purpose and the nature of this memo is a very practical one: it is to show how we tried to make better decisions on promotions by reinforcing the classic judgemental approach with an inter-subjective research oriented approach (based on consumer...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: E. Petit Damico, Wolfgang Noll

June 15, 1976

Using life style and social trends to shape the future of media

This paper analyses some of the main ways in which Burnett Life Style Research and Taylor Nelson Social Trends Research can be used to throw light on the nature of media audiences. This is done from a standpoint of providing insight into how media...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Elizabeth H. Nelson, Mark R. C. Lovell

Company: KANTAR TNS Malaysia

August 1, 1975

Consumerism and communications

In this paper I propose to use 'consumerism' in a very wide sense, with regard to focus of attention and degree; but to avoid assumptions of secondary implications. This paper will proceed to discuss some psychographics work as a starting point for...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Mark R. C. Lovell

September 1, 1973