Resources Library by ANA

Marketing opportunities outside the Triad 2000

Three major areas will be discussed in this paper: first, the rapid industrialization of East and Southeast Asia as the region becomes a major partner in the global economy; second, suggested methods for defining potential markets in these developing...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: Mila C. Montemayor-Orr

Company: MOI, Inc.

June 15, 1995

From consumer marketing to modal marketing

This paper sets out for practitioners the various options for conducting the basic task of marketers and planners - that of defining the market. We provide specific examples of a particular technique - mode analysis - which we find useful and...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Jon Francis, Nina Davidson

June 15, 1995

Engineering a motor car that someone really wants to buy

From the standpoint of engineering (or designing) products, the case is argued for a marketing research approach that: identifies the key needs of different target groups and sets out to match them and satisfy them, within the product offer itself,...

Catalogue: Seminar 1995: Successful Product Engineering

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1995

How do promotions work? New evaluation ways by linking scanning analyses and single source household panel data

In the first place, traditional evaluations of trade promotions provide a weekly view of the sales volume influenced by promotion activities. The use of scanning data permits to exactly quantify the sales volume which is generated by promotion. By...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Klaus Brüne

Company: Nielsen

June 15, 1995

Global branding

The paper considers the issues of global branding and its relationship with local marketing with particular reference to food and drink markets. We also consider whether a global brand really requires a totally global specification. We also argue...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: John Baker, Kieran Ryan

Company: KANTAR TNS Malaysia

June 15, 1995

Developing a product blueprint from the consumer

This paper presents a new technology, IDEAMAP. The technique involves an interactive computer system which makes full use of the opportunities for graphical and pictorial display, plus sound. This allows concepts to be presented in such a way that...

Catalogue: Seminar 1995: Successful Product Engineering

Authors: Derek C. Martin, Sue Quinn

June 15, 1995

Consumer direct mail

This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by its rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Fiona Bell, Nick Francis

June 15, 1995

All wired up and ready to go?

This paper reviews the underlying societal and marketing changes that are occurring as a result of the new interactive network culture, explores the structure of the interactive-world and examines how market research is currently responding and the...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: David Pring

June 15, 1995

Implications of changing influences on consumers for transnational brand management and communications

This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Linda Caller, Sheila Byfield

Company: Ogilvy

June 15, 1995