Resources Library by ANA

Maximising communicational effectiveness

All too often there is a gulf between research theory and practice, and market place reality, in what constitutes effectiveness in marketing communications. However, importantly, in bringing the two closer together there are a number of basic...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Peter Holloway

June 15, 1991

The role of research, particularly qualitative research, in concept development

The purpose of this paper is to demonstrate how market research can identify consumer needs and then assist in the development of concepts, and eventually of brands, to meet those needs: and brands, with their essential emotional components, rather...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development

Author: Stephen Wells

June 15, 1991

The waking up of sleeping beauty flora by the kiss of prince researcher

A case history showing how a multifacetated methodology along with a close relation between research and marketing can contribute to strategic marketing decisions in the case of the salvation of a brand in an increasing competitive and changing...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Teresa Monjardino, Graça Galamba

Company: Unilever

June 15, 1991

Constant questions or constant meanings? Assessing intercultural motivations in alcoholic drinks

This paper is in three parts. The first part examines the problem of establishing a common basis of comparison between consumer attitudes and behaviour in different cultures. It discusses the various forces which contribute to cultural differences in...

Catalogue: Conference 1991: International Marketing Research

Author: Jim Williams

June 15, 1991

For a supply-side marketing in television

The method of study and assessment of television programs and programming set forth here neither seeks nor cares to replace existing approaches insofar as it meets neither the same needs nor the same demands. It seeks rather to complete and enrich...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Authors: Philippe Baudelot, Margot Levine

June 15, 1991

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Alan Smith

June 15, 1991

Measuring perceived quality and satisfaction

The paper focuses on measuring perceived quality and customer satisfaction. Following the introduction the paper consists of four sections. First a review of monitoring systems used by service industries is provided. The review examines key methods...

Catalogue: Seminar 1991: Travel And Tourism Transition

Author: Dan Sarel

June 15, 1991

Marketing and research today (June 1991)

Commercial television has spread across Europe and is now available in virtually every West European country. Print remains the most important single medium in terms of advertising spend. How are these two major mediaperceived by advertisers and...

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

June 1, 1991

The role of marketing research in identifying the need for cost benefit analysis

The requirement for new prescription drugs to justify their introduction in economic as well as clinical terms is being sought not only at the central, governmental, level but also at the level of the individual hospital and physician practice, where...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: David Dawson

March 6, 1991