Resources Library by ANA

Approaches to tracking the impact of national destination advertising

The approach adopted to assessing the effectiveness of national destination advertising, where the final sale is not made in an easily measured fashion, should ideally be multi- facetted. In the case of major changes in advertising campaigns made by...

Catalogue: Seminar 1991: Travel And Tourism Transition

Author: Ciaran Tuite

June 15, 1991

The importance of Pan-European marketing information for international marketing strategy

We note in this case-study that the support of pan-European marketing information is decisive to understand the complexicity of the challenging European market which needs a lot of preparation for the total opening of the frontiers. It is...

Catalogue: Conference 1991: International Marketing Research

Authors: Robbert Betman, Dominique Leuba

June 15, 1991

The attitude-behaviour relation

The first and central part of this work introduces the history of attitude-behaviour research, focusing upon the endeavour to conceptualize the relation between attitudes and behaviour. Without going too deeply into the particulars of the different...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Stephan Götze

June 15, 1991

How to identify needs, and adapt American new product concepts for successful marketing in Europe: A case study

This paper describes the evolution of a new chemical technology into both consumer and business-to-business product applications, by using graphic probe stimuli to help identify unmet needs. In a recent study, these "concept" probe stimuli,...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Gerald L. Patrick

June 15, 1991

Application of the EPI method to the image determination

The EPI method, developed by the author, is a new research technique with different applications in the marketing field, such as the determination of the image of a company, a product, a brand or a person; the definition of a communication axis; as...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Enrique Ortega

May 5, 1991

Application of the EPI method to the image determination (Spanish)

The EPI method, developed by the author, is a new research technique with different applications in the marketing field, such as the determination of the image of a company, a product, a brand or a person; the definition of a communication axis; as...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Enrique Ortega

May 5, 1991

Internationalisation of qualitative research

This paper reports on a series of projects conducted in Europe, the U.S, the Middle and Far East, designed to explore the practicalities and benefits of standardising International Qualitative research. The problems facing standardisation of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Peter Cooper

Company: QRi Consulting Ltd.

September 1, 1990

Brand valuation

In this paper we examine the alternative methods possible for valuing brands, their advantages and disadvantages. We conclude that as brands are essentially marketing properties and owe their success to the skill with which they are nurtured and...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Tom Blackett

September 1, 1990

Identification of industrial new product opportunities through utilization of graphic stimuli

This paper describes the evolution of industrial and consumer new product opportunities through the utilization of graphic probe stimuli which helped respondents recall and articulate unmet needs. The findings are based on an actual case history, a...

Catalogue: Seminar 1990: New Product Development

Author: Gerald L. Patrick

June 15, 1990