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Research papers

Program types

This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, that different program types generate different...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Uwe Munzinger
November 11, 1996

Research papers

Brand management and brand measurement

Brand building, brand management and brand maintenance prerequisites the measurement and thorough understanding of brands. Since brand building often represents a greater investment than product or plant development, this is a worth wile endeavour....

Catalogue: Seminar 1994: Building Successful Brands
Author: Uwe Munzinger
June 15, 1994

Research papers

The contribution of strategic market research to the development of successful brand and communication strategies

The marketing world is changing faster than ever. Complexity and instability are growing rapidly: markets are fragmenting, consumers get more and more pretentious and unpredictable, traditional marketing strategies seem to be without effect Therefore...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future
Author: Uwe Munzinger
September 1, 1993

Case studies

AD*VANTAGE/AC-T

This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials,...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Uwe Munzinger, Karl Georg Musiol
Company: GfK
June 15, 1988

Research papers

Beyond pretesting advertising

We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Karl-Georg Muslol, Uwe Munzinger
Company: GfK
June 15, 1988