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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


Research papers

NSS target monitor

This paper introduces a new approach to the diagnosis of (psycho- logical) brand positions on the market and to the assessment of the effects of marketing communications upon those. The method operationalizes the American concept of Consumer...

Catalogue: ESOMAR Congress 1989
Author: Peter H. van Westendorp
September 1, 1989
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Citation

van Westendorp, P. H. (1989a, September 01). NSS target monitor. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/nss-target-monitor


Research papers

Scanning scanning opportunities

This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using...

Catalogue: ESOMAR Congress 1988
Authors: Frans W. Plat, Peter S.H. Leeflang
September 1, 1988
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Citation

Plat and Leeflang (1988a, September 01). Scanning scanning opportunities. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/scanning-scanning-opportunities


Research papers

Marketing and research in the Arab World

This paper aim at illustrating the challenges felt by blue chip FMCG companies in formulating their marketing mix strategies in today's Arab markets, giving examples of the question marks facing its products, pricing and promotional policies. The...

Catalogue: Seminar 1987: Research In Arab Countries
Authors: Bob Williams, Mansour Elganady
June 15, 1987
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Citation

Williams and Elganady (1987a, June 15). Marketing and research in the Arab World. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marketing-and-research-in-the-arab-world