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Research papers

Direct marketing and market research

Communication with customers has moved away from mass media and now the growth of direct marketing presents new challenges to market research. Some traditional market researchers show a reluctance to recognise and embrace the changes this implies....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Tony Cowling, Peter Dray
Company: KANTAR TNS Malaysia
September 1, 1996

Research papers

The dialogue wheel

This paper serves as an introduction to the use of a comprehensive model for managers engaged with direct marketing and the use of market systems in B-t-B marketing. The DialogueWheel was first presented to six Scandinavian companies and has been...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Gorm Kunøe
June 15, 1994

Research papers

A world of diminishing distance

Many centuries ago, the term "direct marketing" was a conspicuous fact of life for those involved in the very beginnings of human trade and commerce. As man moved from the most primitive hunter- gatherer societies - within the scope of extended...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Robert A. Schmitz, Marc L. Rovner
June 15, 1992

Case studies

Opel case study of integrated marketing communication

The quality of the products and the level of the creative being more or less equal in the highly competitive automotive marketplace, it is essential to figure out a way to break through the media and advertising clutter today's consumer is exposed...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Dick Hage
June 15, 1992

Research papers

A little chopping might save the trees

Direct marketing is increasing in popularity as a means of selling to the consumer and business customer, it is nevertheless one of the most wasteful and ineffective forms of marketing. Direct marketers talk glibly of 2% effective rates from a...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: David Pring
June 15, 1991

Research papers

Pan-European opportunities in the grey market

This paper aims to demonstrate that opportunities exist on a pan-European basis for certain market sectors to increase business through targeting the over 50s. Three sectors have been chosen, crossing a span of industry and market types. Research...

Catalogue: Seminar 1991: The Over 50's In The 90's
Authors: Barbara Martin, Graham Staplehurst
June 15, 1991

Research papers

Individualisation and the need for marketing information management

In this paper it is argued that growing individualisation of consumer lifestyle and demand necessarily leads to a major change in commercial communication. Already a shift from advertising to direct marketing is noticeable. But also direct marketing...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: Wil Wurtz
June 15, 1991

Research papers

Results on direct mail from household panel

There has been for several years a lot of speculations in Finland on direct marketing and direct mail advertising. Many advertisers have seen direct mail as a new possibility to reach their target groups more efficiently and at a lower price than by...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Eila Liimatainen
June 15, 1986

Research papers

A case of telemarketing contribution to success in below-the-line activities

A substantial manufacturing company operating in the difficult food-stuff field had set itself as an objective to expand their distribution beyond their limited regional market. The method employed has been that of a combination of direct marketing...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Roberto Volk
Company: B&C s.r.l.
November 6, 1985