Resources Library by ANA

Budgeting for brand outcomes

This paper summarizes the development of a new method of developing building and maintaining brands starting first with a brief description of how brand managers have typically operated in terms of brand budgeting and allocation why those...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Don E. Schultz

June 15, 1998

Economic trend indicator surveys as a management tool

The aim of this paper is to study so-called economic trend indicator surveys and their relevance as tools to prognoses and forecasts. The history of economic trend surveys is long, although the 1960s and 1970s paved the way for the rising popularity...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Authors: Kristian Rikard-Petersen, Morten Bekholm

June 15, 1994

Share of mind or how to do media planning in saturated markets?

More and more we seem to understand that the aim of media planning cannot alone mean to select the best bargain within the advertising vehicles available. An optimum use of media requires the integration of media planning along with the actual...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Rolf Speetzen

June 15, 1994

An enquiry into the marketing value of permanent coupon saving promotions

This paper demonstrates how the marketing value of a permanent coupon saving promotion system can be estimated by application of the TARGET MONITOR MODEL. An important finding is that the permanent coupon saving promotion can increase the quality of...

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

Author: Peter H. van Westendorp

June 15, 1991

SESAME

The main objective of the SESAME study is to answer to some fundamental questions which have been resolved by too "conventional" answers. For example : - What is spending for which objective? - Is there some spending level minimum or maximum? For...

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

Author: Alain Parodi

June 15, 1991

Operating research under different budget structures

This paper shares some ideas on the ways the Market Research Department can operate under various budget structures. Such structures are subject to pressures both from the changing demands of the Company, and from within the department. The question...

Catalogue: ESOMAR Congress 1989

Author: Juanita M. Byrne-Quinn

September 1, 1989

Standard research products in industrial and professional markets

In recent years in the specialized sectors of B.V.A., I have been confronted with a complex problem common to diverse specific economic sectors. The major aim of the solutions sought was to provide advertisers responsible for advertising budgets very...

Catalogue: Seminar 1988: Business To Business Research

Author: Jean Pierre Ville

Company: BVA Group

June 15, 1988

Making it all happen: The client's point of view

In a company such as Regie Renault, the weight of studies carried out outside France is naturally important. Among these a large number are undertaken by our foreign branches in their particular countries. The studies to be discussed here will be...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Daniel Leconte

June 15, 1984

Making it all happen: The client's point of view (French)

In a company such as Regie Renault, the weight of studies carried out outside France is naturally important. Among these a large number are undertaken by our foreign branches in their particular countries. The studies to be discussed here will be...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Daniel Leconte

June 15, 1984