Resources Library by ANA

Report-back from working group III

There were four main points which emerged: 1. Disagreement with the view that "a brand is never the same after a price-off promotion"; 2. The need to define clearly the objectives of a particular promotion; 3. A discussion of the merits of...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Elizabeth Fallaw

June 15, 1971

Panel observation on three specific forms of brand promotion

There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Coen C. J. de Koning

June 15, 1971

Report-back from working group II

Our group felt that in the papers given at the Seminar too much emphasis has been put on the evaluation of below-the-line activities. Our second point concerned the subject of market segmentation. We would like to know how to go about tracing people,...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Janny N. Lok

June 15, 1971

Report-back from working group IV

There was considerable comment from Group IV arising from discussion with the speakers. But most of it can be condensed under these three headings: 1. Trade; 2. The operational question; 3. Consumer models.

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Robin T. J. Tuck

June 15, 1971

Foreword

Only recently has interest in "below-the-line" become widespread, and even now the term is virtually unknown in some countries with advanced marketing systems. In organising an E.S.O.M.A.R. Seminar on this topic we therefore were conscious that we...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Peter B. Mooney

June 15, 1971

A study of the decision processes in the selection of an advertising agency

Lintas London has collaborated with MIL Research in a study among leading British advertisers as a guide to the Advertising Agency on how best to promote itself and gain new clients. The two main areas of research were: - Decision processes in the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Gerald de Groot, S. Orwell

June 15, 1971

Test and physical simulation of schemes directed to the consumers

At a time where Market Testing is criticized for its costs and mathematical modelling is developed, sometimes imprudently, one has not to forget about the potential of Physical Micro Modelling, as well as Physical Simulation. Reason why we have...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Jacques Bonnafont

June 15, 1971

A recent in-store experiment for pre-testing promotions

This paper presents the findings of the experiment for one of the product groups tested and shows to what extent our objectives were achieved. It points out the difficulties encountered in carrying out a test of this kind and furthermore, the...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: R. Chib

Company: Gallup International Association

June 15, 1971

Below-the-line promotion

During 1969 and 1970 a programme of research was undertaken at the University of Bradford Management Centre which explored some hitherto ignored aspects of below-the-line promotion. Part of this programme, the whole of which was initiated and...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Martin Christopher

June 15, 1971