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Research papers

The multiplier effect

In the past our Company was part of the international network of publishers experimenting the Multiplying the Media Effect Research Programme. In Italy, as with all the countries where these experiments were carried out, the results substantially...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Arnaldo Aisa, Luisa Pogliana
June 15, 1991

Research papers

Marie Claire in Italy

Two years after the October 1987 launch of the Italian edition of the women's monthly Marie Claire, product of the collaboration between Arnoldo Mondadori Editore and the French publisher Marie Claire Album (Prouvost Group), the title has, on the one...

Catalogue: Seminar 1990: The Quality Of Media Information
Authors: Luisa Pogliana, Arnaldo Aisa
June 15, 1990

Research papers

Marketing research plan for the launch of Auto Oggi

This paper shows two interesting experiences in the Publishing World: 1. The possibility of "exporting" a successful Magazine from one country to another country;2. The validity of the marketing oriented approach already widely tested for Mass Market...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Authors: Arnaldo Aisa, Luisa Pogliana
November 25, 1987

Research papers

A book as a mass product

The Marketing Oriented approach and the use of appropriate tools in terms of Advertising and Market Research permit to obtain successful results not only in the traditional Mass Market markets, but also in the market of pocket books sold by...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Arnaldo Aisa, Silvana Biasutti
November 6, 1985

Research papers

Birthrate in decline

In view of the decline in birthrate which has occurred in industrialised countries, the companies operating in the Youths' Products Markets are faced with serious problems both with regard to the decreased number of youths and with regard to the lack...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Arnaldo Aisa, Luisa Pogliana
June 15, 1984

Research papers

Research papers

Research papers

The Italian woman in the 1980s

The research, which was carried out in different phases (qualitative/quantitative) and with a sophisticated methodology on a final sample of 3000 women, clearly highlighted the greatest variability of the universe of Italian women. A particularly...

Catalogue: Papers 1982: Social Research And Prediction
Authors: Arnaldo Aisa, Luisa Pogliana
June 15, 1982

Research papers

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