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Research papers
Data standardization, data warehousing and data mining
The paper describes the process of standardization adopted in the last three years by the Center for Information about the Media (CIM) to unprove the quality and safety of data exchanges coming from audience surveys. The data are collected by field...
Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Christian Lemer, Renée Lokker
October 20, 1998
Research papers
Analysing relationship between advertising and marketing data
This paper describes the structure and main features of a tool aiming at understanding the role played by advertising within the marketing environment. A special focus is on the question how explanatory variables are selected and related according to...
Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Claudio Conti
November 11, 1996
Research papers
Conot
We intend to show how CONOT a new tool aiming to measure connotations be usefully applied to brand evaluation and strategy. We currently wonder which words, concepts, feelings would be evoked in peopleâs minds by a stimulus - a word, group...
Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Marc Vincent, Annick Vincent
June 15, 1992
Research papers
Consumind® 91 building bridges between media and market-places
Segmentation is the basis for marketing activities, including media splanning. In the sixties and seventies social class and family life cycles were popular bases for marketing. From the end of the seventies till the end of the eighties life-style...
Catalogue: Seminar 1992: Media Research Meets The Future
Author: Hans Elzinga
June 15, 1992
Research papers
Package design
This presentation deals with the growing importance of package design as a tool for strategic marketing decisions.This is the reason for which it is important to realize how designers involved in this area have transformed their traditional craftsmen...
Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: Maurizio di Robilant
June 15, 1991
Research papers
A new approach to the collection of published information with the unification of Europe
With the unification of Europe and the rapidly changing political and economic events worldwide, research executives are currently faced with the need for translated, synthesized and analyzed information from the various countries within the EEC and...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Ruth Stanat
Company: SIS International Research
June 15, 1991
Research papers
Value-based segmentation, social change and consuming orientations
Market segmentation is a way of solving problems of mass marketing. All kind of segmentations and typologies have become more and more popular. If these are to be useful, they must assist to understanding of consuming habits of target groups. At the...
Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: Marttl Puohiniemi
June 15, 1991
Research papers
Simulator design for more efficient tv media buying: Eat 1
The project EAT 1 is the result of managing the existing information to give useful and easy information. Nowadays, there are lots of information produced by media that professionals have to evaluate after to get some conclusions. Media normally...
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Carmen Montero
June 15, 1991
Research papers
