Resources Library by ANA

Towards making better new product ads

This paper reviews several recently-published studies, all of which provide practitioners with some research-based guidelines on how to make more effective new product advertising. These studies begin to fill a gap which has existed in the otherwise...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: David W. Olson

June 15, 1985

Corporate planning, computer services and market research

The shift from primary and manufacturing industries to the service sector continues in the industrialized nations of the West. Within the service industries, the emphasis is now on the production and distribution of organised information. The age of...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Andrew C. Gross, Peter M. Banting

June 15, 1985

Tangible and intangible reasons for new product failure

This paper will summarize the reasons for these new product failures, concluding with specific recommendations based upon fifteen years' experience in researching and monitoring the progress of over 2000 new packaged goods launched in both the U.S....

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Lynn Y.S. Lin

Company: Burke, Inc.

June 15, 1985

The changing role of fairs and exhibitions as marketing forums in East-West economic relations

I believe that the changing role of fairs and exhibitions consists in the fundamental help they provide for segmentation. The possibilities of fairs and exhibitions in the sphere of segmentation provide an important input for the development of the...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Gusztáv Holló

June 15, 1985

The evolution of management (French)

One of the key aspects of the transformation of companies in the last ten years is the marked evolution of management and of its conceptions of the company. It is perhaps in the social sphere that the evolution is the most pronounced: The necessity...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Jacques Paitra

June 15, 1985

Research in the Arabian Gulf countries: A comprehensive range of services to answer demanding local and international clients

This paper as the title indicates, would attempt to address two major areas on the extent of availability and use of research services in the countries of the Arabian Gulf and will particularly focus on very important aspects of the implementation...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Sami Raffoul

Company: Pan Arab Research Center

June 15, 1985

International delusions

The observations in this paper relate especially but not only to one massive international tourism survey. In a period of six months, that survey required eight market research companies to work closely together to find appropriate respondents....

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: David T. Bottomley

June 15, 1985

The contribution of research to corporate and strategic planning

The essence of Volvo's strategic guidelines about people is more a matter of leadership than money. The more one gives, the more one receives in return. People both inside and outside the company must be the two key priorities. The result will be...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Göran Carstedt

June 15, 1985

Researching the subconscious effects of advertising

The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Heather Mulholland

June 15, 1985