Resources Library by ANA

Unravelling the advertising response function

Since 1980 Cadbury Schweppes Australia has been involved with an ongoing programme of advertising research. This paper reports analysis of a data-set of the reactions of target market viewers to 339 finished television commercials using the Viewer...

Catalogue: ESOMAR Congress 1988

Author: Michael F. Cramphorn

September 1, 1988

Creating the products the market wants... complications: Temptations and solutions!

Some companies seem, somehow, to have developed a flair for creating those products we all want to buy. How can they consistently hit the market so well ? If we analyze their success, it is disappointingly simple. There is no magic formula! They...

Catalogue: ESOMAR Congress 1988

Author: Jean Philippe Deschamps

September 1, 1988

Managing marketing productivity

In this article we present new characterizations of marketing productivity that address current trends in the economy and in information technology. Recent work in the field of management science, building on ideas from engineering, economics and...

Catalogue: ESOMAR Congress 1988

Authors: David B. Learner, Fred Y. Phillips, John J. Rousseau

September 1, 1988

Diamonds

The measurement of acquisition of jewellery containing new diamonds by consumers in the major jewellery markets worldwide forms a key part of the monitoring process undertaken by the CSO in order to plan the flow of rough diamonds from the producers...

Catalogue: ESOMAR Congress 1988

Authors: Rita Gallinari, Stephen Kelly

September 1, 1988

Simulated test markets

Simulated test markets (STM's) have developed extensively over the last 20 years; geographically, across product categories and at different levels of product development, i.e. from concept board to final marketing mix. Essentially all STM's...

Catalogue: ESOMAR Congress 1988

Authors: Carlos Harding, Bernard Nacher

September 1, 1988

Electronic Data Capture (EDC)

The purpose of this paper is to review the state-of-the-art in the use of hand-held computers for collecting research data. This may be done via interviewers or ‘tied’ panellists; both approaches will be described and summaries of benefits...

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research

Author: Peter Jackling

June 15, 1988

Meeting the multi-national companies' demands for global advertising research tools

The outcome of the association between McCollum/Spielman and GfK has been a great delight. In addition to-giving us the opportunity to visit Jutland in the dead of winter nd Duseeldorf in the midst of a major snow storm, it has proved a stimulating...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Harold M. Spielman, Hans Heyder

Company: GfK

June 15, 1988

Fosters in klosters?

The world's major brewers, facing static or declining home markets, are seeking markets for their brands outside their home territories. In most cases these overseas markets can only be exploited at the expense of existing local brands, since few...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Tim S. Bowles, Rita Gallinari

June 15, 1988

Service quality management

The banks that do well in the 1990's will be those which re-discover the customer and start to manage customer service. Customers tend to define service quality by what is spoken, heard or seen in their encounters with the bank. The 'service...

Catalogue: Seminar 1988: Research For Financial Services

Author: David Ballantyne

June 15, 1988