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Research papers

Beyond media plans

The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core questions of which contacts to use, and how to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Hans Ulrich Krause, Oscar Jamhouri
Company: Procter & Gamble
September 22, 2002
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Citation

Krause and Jamhouri (2002a, September 22). Beyond media plans . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/beyond-media-plans-


Research papers

The operation was successful but the patient died

Most new products fail. Failure is attributed to the proposition (weak advertising, parity product, high price, etc.) or to the marketing plan (inadequate media, low distribution, etc.). This interpretation does not explain why failures continue in...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Omar Mahmoud
Company: Procter & Gamble
September 22, 2002
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Citation

Mahmoud, O. (2002a, September 22). The operation was successful but the patient died . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-operation-was-successful-but-the-patient-died-


Research papers

Knowledge is scarce

This paper argues that qualitative research can be carried out in Saudi Arabia in the same depth as in the West. Qualitative research can produce the same insight and "feel" for a product that has added so much value to marketing strategies...

Catalogue: MENAP Forum 1996: Pressure On Profit
Author: Tim Swift
Company: Procter & Gamble
March 1, 1996
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Citation

Swift, T. (1996a, March 01). Knowledge is scarce . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/knowledge-is-scarce-


Research papers

Copy research... who needs it?

This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking "expert opinion” as sometimes suggested by people in the...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Mahmoud Aboul-Fath
Company: Procter & Gamble
January 1, 1994
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Citation

Aboul-Fath, M. (1994a, January 01). Copy research... who needs it?. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/copy-research-who-needs-it-


Research papers

The needs of the advertisers from media research

The media situation all over the world has been changing over the last few years. Change is especially dramatic in Central and Eastern Europe. One of the new developments is the need for media research in order to provide a basis for negotiations...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Author: Thomas Neumann
Company: Procter & Gamble
June 15, 1993
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Citation

Neumann, T. (1993a, June 15). The needs of the advertisers from media research. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-needs-of-the-advertisers-from-media-research


Research papers

More media, more data, more confusion?

In the 90’s, the tendency to more media choice will continue. The paper develops the challenges for media research in the 1990s. A key development will be the move to European data, i.e. audience data fully comparable between European countries....

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Thomas Neumann
Company: Procter & Gamble
June 15, 1992
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Citation

Neumann, T. (1992a, June 15). More media, more data, more confusion?. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/more-media-more-data-more-confusion-


Research papers

What advertisers expect from TV audience research and what they actually get

To get us started on this workshop I propose to ask six basic questions to which I also propose some answers. I do not expect that all of you will necessarily agree with the suggestions and proposals I will be making, but that should certainly ensure...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: Mahmoud Aboul-Fath
Company: Procter & Gamble
June 15, 1992
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Citation

Aboul-Fath, M. (1992a, June 15). What advertisers expect from TV audience research and what they actually get. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/what-advertisers-expect-from-tv-audience-research-and-what-they-actually-get


Research papers

Ariel high suds detergent in Egypt

Ariel High Suds Detergent in Egypt enjoys very high awareness, a continually growing user base and an excellent image. In fact, three years after launch, the brand has become the leader in its category. However, the brand did not have a smooth start....

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Authors: Mahmoud Aboul-Fath, Loula Zaklama
Companies: Procter & Gamble, RadaResearch & Public Relations Company
June 15, 1992
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Citation

Aboul-Fath and Zaklama (1992a, June 15). Ariel high suds detergent in Egypt. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/ariel-high-suds-detergent-in-egypt


Research papers

The use of consumer research to assess the potential and optimize the launch of a new brand in the Arabian Peninsula

For many years Head and Shoulders was Procter and Gamble's only entry in the shampoo market in the Middle East. H&S was by far the leading anti-dandruff shampoo enjoying very high market shares throughout the Arabian Peninsula. The problem,...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: John F. Cook
Company: Procter & Gamble
June 15, 1992
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Citation

Cook, J. . (1992a, June 15). The use of consumer research to assess the potential and optimize the launch of a new brand in the Arabian Peninsula. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-use-of-consumer-research-to-assess-the-potential-and-optimize-the-launch-of-a-new-brand-in-the-arabian-peninsula