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Research papers

Making sound decisions

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px}No More Sonic Trash! From phones to hospitals to cars, sound has the potential to vastly...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Joe Sauer, Lauren McGuire, Nic Thomas
Companies: Sentient Decision Science, Nissan Motor Co.
September 8, 2019

Research papers

Marketing research mirror in corporate communication planning

This paper is founded on the market research carried out by the author in 1987 in the Market Research Centre - Zagreb, for the needs of a specific Yugoslav conglomerate which is involved in the production and processing of zinc, alloys and chemical...

Catalogue: ESOMAR Congress 1989
Author: Nenad Porges
September 15, 1989

Research papers

'Below-the-line spending' the need for understanding and control

SPAR has been designing, implementing, evaluating and executing promotional programs since 1967. Our approach has been successfully implemented in the United States, Canada, the United Kingdom and Australia. In the UK, through a joint agreement, AGB...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: William H. Bartels
November 6, 1985

Research papers

Closing of the seminar

Some remarks on what we called below-the-line. It seems to me that this area has reached a more developed status from the research point of view. Still there is room for improvement, especially: We observe that cumulated experiences lead to learning...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Mario van Hamersveld
Company: Philips International
November 6, 1985

Research papers

Sales promotion

Sales Promotion is a strategic communications discipline at least for those client companies who use it properly. As a discipline it has a leading edge over most others in that it can be used tactically to produce a short term result but only within...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Gerry Postlethwaite
November 6, 1985

Research papers

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

Research papers

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

Research papers

"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

Research papers

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