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Research papers

The positioning of two leader magazines in the women's "A" and news magazines periodical market

This paper illustrates the policies set by Arnoldo Mondadori to maintain its magazines continually in line with the cultural evolutions of the Italian society. A number of specific strategies within the "Women's Magazines A" and the "News Magazines"...

Catalogue: Seminar 1983: Publishing A Better Product
Author: Andreina Vanni
November 23, 1983

Research papers

The participant observation as an adequate technique to built a brand diversification strategy

Brand can be used as a lever in a brand diversification strategy. But this requires a specific data collection, which is presented in this paper. This data collection has been conceived in intimate relationship with the nature of the brand, which is...

Catalogue: Seminar 1977: Ways And New Ways Of Data Collection
Authors: Charles Krejtman, Charles S. Tchertoff
November 1, 1977

Research papers

Dynamic research for a dynamic market

The paper describes the way in which Unigate, one of the worlds largest Dairy Companies, used continuous trade research in their most marketing orientated business sector - short life dairy products. The first half of the paper explains the company...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Joe Seydel, G. S. Jacobs
Company: Nielsen
June 15, 1977

Research papers

Some examples of research on bio-tex promotion

The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: John Knecht, Marten Rook
June 15, 1976

Research reports

Qualitative research on a third Hai Karate fragrance advertising

It is intended to launch a third Hai Karate fragrance nextyear as a tactical measure to recreate and reinforceinterest in the brand. It is known that people 'go through'Hai Karate as a gift and a new fragrance may be a way ofencouraging them to 'look...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1975

Research papers

Life style and conventional research in Silvikrin concept

The women haircare market is one of Britain's most competitive, with activity at its most intense in the shampoo and hairspraysectors, whose rapid growth in recent years has been brought about by heavy advertising and promotional investment. In the...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: C. C. Auld
November 28, 1973

Research reports

Qualitative research on Be-Ro/McDouglas development

Ranks, Hovis McDougall are considering a 'one-grand'strategy for flour, in which 'McD' and 'Be-Ro ' could becombined under the 'McD' name. The advantages of thisstrategy are that it would strengthen McDougall's tradingposition. The broad...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 3, 1972

Research reports

Qualitative research on Corona posters

The general objectives of the research were toexamine consumer reactions to a poster campaign for Corona. The objectives of the advertisement were to communicate Corona as a refreshing and thirst-quenching drink and to communicate the Coronabrand...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 8, 1972

Research papers

Possibilities or applying branding techniques to the marketing of industrial goods

In view of this, it appears timely to raise here, in fundamental terms, the question as to what extend industrial products can he marketed by methods which, in the widest sense, are teased on those used for branded goods. In this context we are, of...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Karl-Heinz Strothmann
June 15, 1963