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Research papers

The brand triad in Europe (German)

The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Rolf-Rudiger Nausch, Harald Kunzer, Eckhard Korf
September 1, 1992
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Citation

Nausch, Kunzer and Korf (1992a, September 01). The brand triad in Europe (German). ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/the-brand-triad-in-europe-german-


Research papers

Beyond judgements

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Ulrike Grabner
Company: IMAS International GmbH
September 1, 1992
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Citation

Grabner, U. (1992a, September 01). Beyond judgements . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/beyond-judgements-


Research papers

Should advertising strategies for international brands be global or multinational?

Phase II is an extension of this study, providing further insight to the issue of global v. multinational strategies, via new quantitative and qualitative data, plus case histories, gathered in countries that have been newly added to the...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Peter Klein
Company: MSW_ARS Research
June 15, 1992
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Citation

Klein, P. (1992a, June 15). Should advertising strategies for international brands be global or multinational?. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/should-advertising-strategies-for-international-brands-be-global-or-multinational-


Research papers

We eat, we drink and we buy

In 1990 Readers Digest commissioned a study on the economic and social life of seventeen countries across Europe - published in 1991 under the title Eurodata. The research was offered as a contribution of interest to marketers, government agencies,...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Malcom R. Mather, Alec Gallup, Kenji Iljlma
Company: Nippon Research Center Ltd.
June 15, 1992
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Citation

Mather , Gallup and Iljlma (1992a, June 15). We eat, we drink and we buy. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/we-eat-we-drink-and-we-buy


Research papers

Brand keys

This multi-national case study describes the harnessing of consumer bonding measurements to optimize the likelihood of successfully launching new products or services. The study introduces a new research discipline; Brand Keys. Based upon established...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Robert Passikoff
Company: Dentsu Macromill Insight
June 15, 1992
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Citation

Passikoff, R. (1992a, June 15). Brand keys. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/brand-keys


Research papers

Health food between Western and Eastern countries- Definitions, regulations and nutritional approaches

The health food trend, being a direct consequence of the world ecologi- cal movement, is present more and more in our areas too. It manifests itself in a great interest in the relation between diet and health, be- ing evident in the real flood of...

Catalogue: Seminar 1992: European Agriculture In Transition
Authors: Ignac Kuller, Branco Pavlovic
June 15, 1992
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Citation

Kuller and Pavlovic (1992a, June 15). Health food between Western and Eastern countries- Definitions, regulations and nutritional approaches. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/health-food-between-western-and-eastern-countries--definitions-regulations-and-nutritional-approaches


Research papers

Adapting research to the new world of marketing

After reviewing and defining what global marketing is (or should be), the talk develops three themes: I. Global marketing will accelerate dramatically: Very powerful economic forces compel leaders of the business community to think globally and act...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: George S. Fabian
June 15, 1992
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Citation

Fabian, G. S. (1992a, June 15). Adapting research to the new world of marketing. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/adapting-research-to-the-new-world-of-marketing


Research papers

An analysis of Japanese advertisements in the US and Germany: From a comparative perspective on global marketing

This study presents the results of a content analysis of "Japan-related advertisements" in newspapers and magazines in the United States of America and Germany in order to explicate what function advertisements fulfill in the formation of...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Kazufumi Manabe, Marc Lohr
June 15, 1992
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Citation

Manabe and Lohr (1992a, June 15). An analysis of Japanese advertisements in the US and Germany: From a comparative perspective on global marketing. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/an-analysis-of-japanese-advertisements-in-the-us-and-germany-from-a-comparative-perspective-on-global-marketing


Research papers

Measuring and selling new media via established research systems

In recent years there has been a steady move towards an integrated and interdependent European market - and the media available to advertisers across Europe have become more similar country by country. There is still however limited access available...

Catalogue: Seminar 1992: Media Research Meets The Future
Authors: John Clemens, Jon Priest
June 15, 1992
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Citation

Clemens and Priest (1992a, June 15). Measuring and selling new media via established research systems. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/measuring-and-selling-new-media-via-established-research-systems