Resources Library by ANA

Image management

The laddering technique is specifically designed to understand the way in which product images are constructed. The technique involves establishing the link between product attributes, their consequences for the consumer and the personal values...

Catalogue: ESOMAR Congress 1988

Author: Jeanne Steward

Company: qed Ltd.

September 1, 1988

Advertising effectiveness and marketing productivity where the market cannot afford too much electronic wizardry: The experience of creating and running a single source panel in India

Electronic technology has introduced the personal TV meter and product pack scanning and other devices into sophisticated measurement of advertising and product purchasing. The costs are too high for the methodology to be used in many countries and...

Catalogue: ESOMAR Congress 1988

Authors: Debi Prokash Basu, John Parfitt

September 1, 1988

Quality of exposure and advertising effectiveness

In recent times we notice a worldwide trend in media research to move beyond the vehicle contacts towards exposure to the advertising message. This is an easy task in the case of electronic media, if one believes in meter data. With print media we...

Catalogue: ESOMAR Congress 1988

Author: Rolf Speetzen

September 1, 1988

Territorial marketing or marketing tailored to the needs of local government (French)

This article shows how a town that wants to attract business investment, or the developer of a leisure park who wants to find out more about his clientele, can analyse the power of attraction of his image or project before going ahead with his...

Catalogue: ESOMAR Congress 1988

Authors: Caroline Lioret, Denise Vaubrun

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

The ethical dilemmas of the market researcher

The success of the market research industry over the past 40 years has led it into techniques and applications which were not anticipated by its original founders. As a result an increasing number of researchers are becoming involved in other related...

Catalogue: ESOMAR Congress 1988

Authors: Mary Bartram, Peter Bartram

September 1, 1988

The three masks of Eve

The union of these two concerns: growing importance of the woman in the labour and consumption market and the discussion about the representation of the woman in advertising, has led us to prepare this paper which gathers inputs that we received from...

Catalogue: ESOMAR Congress 1988

Author: Jaime Troiano

September 1, 1988

Research in the 90's

The need exists to bring the individual back into the forefront of research, whether qualitative or quantitative. It is predicted that in the ’90’s, the mean score and the group discussion will decline in prevalence & disaggregated data...

Catalogue: ESOMAR Congress 1988

Authors: Michael M. Roe, Rory P. Morgan

September 1, 1988

Transnational non-classical segmentation

Non-classical segmentations/Cluster Analysis techniques based on structures of needs have proven very useful in such a context, not only for identifying market segments/target groups, but also for observing their evolution, comparing their maturation...

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

Authors: Jean Quatresooz, Dominique Vanmarsenille

June 26, 1988