Resources Library by ANA

Example of application of advertising research (French)

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Marc Vincent

September 1, 1970

Measurement of the competitive pressure of advertising campaigns(German)

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Dieter Müller-Veeh

September 1, 1970

Forecasting with mathematical models

The development of such large, coherent computer models is still in its early stages. Basic social sciences research is still required. This is why a group of large European corporations (including PHILIPS) have sustained since 1964 a research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: E. Fontela

September 1, 1970

Using research in organising a conference programme

In the United Kingdom an annual Conference is held under the auspices of the Advertising Association, to which are federated Advertisers, Advertising Agencies and Media Houses through various trade associations. There were widely divergent views...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: Lorne James Rothman, Peter B. Mooney, Elizabeth Fallaw

Company: KANTAR TNS Malaysia

September 1, 1970

Theoretical notes on an experiment

This essay has been based on an experiment; the examination of the "image" of a brand of condensed milk. The process of investigation has been developed over several years. The Institute of Investigation and the Client's Market Research Department...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: Francisco Castaher, Jesus Ibanez

Company: Nestlé

September 1, 1970

Criteria of decision on media-mix

The paper shows the problems of deciding on media-mix, which is one of the most difficult marketing measures. Although most media analyses are so-called multi-media-analyses, they do not provide the vital data dealing with the completely different...

Catalogue: Seminar 1978: The Business Of Advertising

Authors: Rolf Speetzen, Wilfried Wenzel

June 15, 1970

Market segmentation

From the commencement of this seminar the question arose as to how to define the concept segmentation . The definition of concepts seems to me to be a basic duty. Doubtless there is a time when it is unnecessary, or even harmful. Such a case is when...

Catalogue: The European Marketing Research Review 1970

Author: Jacques Durand

June 15, 1970

Stratification of consumption

The object of this paper is to analyse some of the relationships which exist between social status and prestige, on the one hand, and consumers' behaviour, on the other.

Catalogue: The European Marketing Research Review 1970

Author: Gunter Wiswede

June 15, 1970

Attitudes and behaviour in consumer research

The purpose of this paper is to provide an overview of the current position in consumer attitude research, with particular reference to the attitude-behaviour controversy. This is a formidable objective for a thirty minute paper, given the wide range...

Catalogue: Seminar 1970: Attitude And Motivation Research

Author: J. A. Lunn

February 11, 1970