Resources Library by ANA

Affinity and communication indices as qualitative scales for the selection of target groups

In a market which is becoming increasingly narrow for the print media, certain future directions are recognisable, all of which require increased target group research. New magazines devoted to new target groups are developed from editorial sections...

Catalogue: Seminar 1981: Publishing in the 1980's

Authors: Georg Gramse, Kurt Ludwig

June 15, 1981

Life cycle and income segmentation

In media research we are generally concerned, either explicitly or implicitly, with measures of media audiences on the one hand and with measures related to the consumption of goods and services on the other. In a given survey it may be possible to...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Pym Cornish

June 15, 1981

Launching of the geo magazine in the federal republic of Germany and two years later in France and the United States

The subject of this report are the specific details concerning the launching of the GEO magazine. All other details that were taken into consideration like the analysis of the market, the competition, the target groups, the marketing objectives, etc....

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Imre Breuer

June 15, 1981

Initiators of ideas as well as proponents of particular positions on current issues, are all part of a concept sector whose members are, or should be employing the marketing process

This paper explores a sector of the economy believed to be at the threshold of a fascinating emergence. The sector is constituted of those institutions sponsoring ideas and social issues concepts in contrast to organizations purveying goods and...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Seymour H. Fine

June 15, 1981

Advertising, promotions and direct marketing

The paper begins with an analysis of the spectacular development of the direct marketing Europe and the United States, followed by an examination of the causes of this development. The second part of the paper stresses the crucial importance of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Sylvère Piquet

June 15, 1981

Accommodation and flexibility

At the outset, advances in electronic publishing proved to be a boon to print publishers. Computerized typesetting and similar developments permitted us to deliver a more attractive product on a more timely basis, and with a savings in labor costs....

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Samuel A. Wolpert

June 15, 1981

The launch of the Harmony collection in Italy

This paper shows the possible application to certain publishing sectors of some Market Research methodologies already tested in the Marketing of consumer goods. In this particular case, the Market Research programme carried out before launching the...

Catalogue: Seminar 1981: Publishing in the 1980's

Authors: Guido Colonna, Arnaldo Aisa, Camillo Dagradi

June 15, 1981

Trends in life style and their application for publishing

Today, trend research can no longer be conceived in terms of updating motivations, attitudes and interests, but must also be understood as determination of reaction patterns to given environmental conditions. Based on continuous observation of the...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Rudolf Sommer

Company: Basis-Kontakt GmbH

June 15, 1981

Advertising in Europe

The developments of publishing in the decade regarding innovation and the competitive situation first of all requires an analysis of the present situation of the media scene in Europe. Four years ago it was rather difficult to give a general summary...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: F.-Jürgen Stockmann

June 15, 1981