Resources Library by ANA

New product development

This article is offered as a guide to clarify both the theoretical and pragmatic questions that are sometimes raised about new product development. The paper is divided into two parts. The first part asserts the advertising agency's planning function...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Axel Schmidt, Marc Sasserath

September 1, 1996

Brand stretching

The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Yaman Akalin, Peter Sampson

Company: Burke, Inc.

September 1, 1996

Direct marketing and market research

Communication with customers has moved away from mass media and now the growth of direct marketing presents new challenges to market research. Some traditional market researchers show a reluctance to recognise and embrace the changes this implies....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Tony Cowling, Peter Dray

Company: KANTAR TNS Malaysia

September 1, 1996

Will this kill that?

Will new on-line media - particularly Internet-based ones - forever change the way we communicate? Will they forever change commercial communications such as advertising? Who will benefit, who will loose? How may marketing and research be affected?...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Philippe Boutié

September 1, 1996

Consumer life-style and ethnocentrism

The objective of this paper is to investigate ethnocentric behavior of Azerbaijani and Kyrgyz consumers. Data for the study were collected through personal interviews in four districts of Bishkek-the capital city of Kyrgyzstan and Baku of Azerbaijan....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Erdener Kaynak, Ali Kara

September 1, 1996

Do we really need brand equity?

The paper reviews three distinct meanings of the expression 'Brand Equity': financial valuation of a brand, a consumer measure of 'brand strength', or a description of a brand's associations and attributes. These are separate concepts and the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Paul Feldwick

September 1, 1996

Understanding from within

Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Debi Prokash Basu, Dipesh Chakrabarty

September 1, 1996

Managing participants' motivation

This article deals with the difficulties a researcher faces when attempting to set up a consumer panel in an emerging nation. Besides explaining panel origin, characteristics and methodology, the purchasing behaviour of 117 homes in the VII Region of...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Jorge Zamora

September 1, 1996

Adapting products to preference profiles

Some people may think that developing a segmentation model is plain and simple. This paper shows that there are a lot of choices and options, and not all of them are obvious. What should be the main focus of the model, what sort of data collection...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Harald Djupvik, Svein Roar Hult, Jon Martin Denstadli

June 15, 1996