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Research papers

Are there bounds on brand equity?

Marketers have long sought to understand and benefit from the nebulous process by which consumers characterise and differentiate brands. The overall value of such differentiation applied to the choice process has come to be known as Brand Equity....

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Michael F. Cramphorn
June 15, 1992
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Citation

Cramphorn, M. F. (1992a, June 15). Are there bounds on brand equity?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/are-there-bounds-on-brand-equity-


Research papers

Models of the advertising process

In 1967 I gave a paper with the title "What do we know about how advertising works?" to an ESOMAR seminar on advertising research. That paper queried a number of assumptions about advertising which were then still prevalent: such as advertising as...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Timothy Joyce
June 15, 1991
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Citation

Joyce, T. (1991a, June 15). Models of the advertising process. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/models-of-the-advertising-process


Research papers

Experience in consumer goods

In the work there are three parts. The first part is devoted to the analysis of economic and social aspects of the consumer goods market development in the USSR in 1985-1991. In the second part of the work the peculiarities of market research in the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Natalija Cherkasova
June 15, 1991
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Citation

Cherkasova, N. (1991a, June 15). Experience in consumer goods. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/experience-in-consumer-goods


Research papers

Advertising pretesting

Advertising affects buyer attitudes to the brand in a number of characteristic ways. The important effects are similar across product types fmcg, durables and services  because brand attitude formation is relatively similar in the unpressured...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Ian D. Greig
June 15, 1991
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Citation

Greig, I. D. (1991a, June 15). Advertising pretesting. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-pretesting


Research papers

Predicting the sales potential of new products

This paper reviews the applicability of the main current market research methods which attempt to predict the sales potential of a new product mix in the field of fast-moving consumer goods. The high costs and risks of new product development have...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Authors: Simon Godfrey, Jon Wilkinson
June 15, 1990
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Citation

Godfrey and Wilkinson (1990a, June 15). Predicting the sales potential of new products . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/predicting-the-sales-potential-of-new-products-


Research papers

The application of catastrophe theory to help predict the outstanding new product

A number of different sales forecasting systems have been developed for predicting the sales volume potential of new products, particularly in the FMCG area. While most of these systems have a reliable track record for more conventional new products,...

Catalogue: Seminar 1990: New Product Development
Authors: Sid Simmons, Xavier Azalbert
June 15, 1990
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Citation

Simmons and Azalbert (1990a, June 15). The application of catastrophe theory to help predict the outstanding new product. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-application-of-catastrophe-theory-to-help-predict-the-outstanding-new-product


Research papers

Margin optimisation throughout the brand life-cycle

This paper seeks to show how the underlying mechanism that determines the selection of differently priced goods acts through the life cycle of individual brands, and how strategic and tactical changes in the price of a brand affect this relationship....

Catalogue: Seminar 1990: New Product Development
Authors: Warwick Frearson, Trevor Richards
June 15, 1990
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Citation

Frearson and Richards (1990a, June 15). Margin optimisation throughout the brand life-cycle. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/margin-optimisation-throughout-the-brand-life-cycle


Research papers

The challenges and opportunities for new product development in the FMCG industry

The objectives of this paper are to suggest the need for a definition of ’major’ new products in the FMCG industry and to outline the challenges and opportunities for European new product development as we approach the Single Market. The...

Catalogue: Seminar 1990: New Product Development
Author: Bill Ramsay
June 15, 1990
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Citation

Ramsay, B. (1990a, June 15). The challenges and opportunities for new product development in the FMCG industry. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-challenges-and-opportunities-for-new-product-development-in-the-fmcg-industry


Research papers

From FMCG to durables

A multitude of predictive systems have been developed for FMCG products, many with a fairly reliable track record. The same cannot be said for durables. In this paper, the authors discuss a range of factors that differentiate both the research...

Catalogue: Seminar 1990: New Product Development
Authors: Julian R. Bond, Simon Chadwick
June 15, 1990
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Citation

Bond and Chadwick (1990a, June 15). From FMCG to durables. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-fmcg-to-durables