Resources Library by ANA

Beyond fusion

In order to achieve effective targeting, Media Researchers require access to detailed data for every type of medium. Unfortunately, existing surveys tend to be too specific. For instance, television studies deal only with broad target groups and few...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Ken Hendrickson, Richard Acott

June 15, 1994

An example of anticipatory strategy in the relationship between firm, environment and market

The Wine-Growers’ Cooperative in question represents a significant example of how an organisation, which has acted promptly and with foresight in picking up "weak signals" from the market and the environment, can become an incentive for other...

Catalogue: Seminar 1994: From Farmer To Consumer

Author: Riccardo Pastore

June 15, 1994

Mediagraphics

Today media planners are often faced with a wealth of information about consumers' media habits, use of products and services, demographics, and lifestyles. However, in marketing any particular product or service, it is often difficult to determine...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Ivor Wm. Thompson, Rob Young

June 15, 1994

Media consumption: Product consumption nexus

The media planning process traditionally uses data on media habits of a target group defined in terms of broad demographic variables to make decisions about the media mix and specific vehicles that are relevant to a brand. Media mix decisions are...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Praveen Tripathi, Duraiswami Sriram

June 15, 1994

Telebersaglio

In Italy Television is an extremely important medium used both for mass and non-mass products. However the socio-demographic segments most struck by TV are always the same: the elderly, low income classes, i.e. often the segments which are less...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Eugenio Bona

June 15, 1994

You can't sell to them if they are not there

The increasing complexities of the media environment are well documented. Greater channel choice continues to fragment audiences. The growth in the number of multi- set households and video recorders has led to more personalised viewing. More...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Sheila Byfield, Dick Dodson

Company: Ogilvy

June 15, 1994

Docs and stocks

Changes in the global healthcare environment have significantly depressed the capitalisation of the Pharmaceutical Industry. Sales & Marketing resources are likely to be reduced and consequently what remains will need to operate with much greater...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Nigel R. Parker

June 1, 1994

The program content dimensions of the technology-involved consumer

We undertook an extensive analysis of 1993 MRI Doublebase data to establish and define the factors which best describe the program content dimensions of the technology-involved consumer. This is a target group which we tend to refer to as...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Craig T. Gugel

May 1, 1994

Exploding the myth of the middle-aged market

In the last few years, the natural evolution of the post World War II "Baby Boom" generation has accounted for the explosion of the 25-54 and 35-64 key media age buying groups in the United States. This significant shifting of the "epicenter" of mass...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Thomas F. Delaney

May 1, 1994