Resources Library by ANA

Brands

We have a problem: Due to the shortening average lives of products and the fast growing variety of products in the marketplace, the cash flow from an increasing number of (manufacturer-owned), branded products is no longer able to either cover their...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Martin van Mesdag

June 15, 1992

Looking over your shoulder

Increasing competitive pressure - notably from the Far East - threatens the European consumer durables industry. The trade are becoming more sophisticated and demand more from suppliers. Product performance and new features are no longer enough to...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Author: Julian Boulding

June 15, 1992

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

Tv audience segments based on viewing behaviour

The paper gives examples of new type of analyses and findings of television audience behaviour. The findings are based on analyzing respondent -level data of metered audience measurement. The YLE research department is using its own methods and...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Heikki J. Kasari, Seija Nurmi

June 15, 1992

New product development and trade research

Historically it has always been assumed that the hardest part of new product development is to find an idea/product that appeals to the consumer. However, now that is only half the battle, and maybe even less than half, as markets have become much...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development

Author: Pamela Robertson

June 15, 1991

A market model used to develop the positioning platform for a new antihypertensive

The paper is divided into two parts. The first part explains the market model used to represent the antihypertensive market in Italy. The model takes into account the nature of the prescribing situation and its anomaly with respect to many consumer...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: Nigel J. Burrows

June 15, 1991

What are a brand's values to the consumer and do they cross frontiers?

The paper presents a new hypothesis about how people perceive and relate to branded goods and services. It also describes some recent research that demonstrates how this hypothesis translates into reality. The findings are particularly relevant to...

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

Author: Christine Restall

September 1, 1990

Consequences of the fall of the Purity Law (Reinheitsgebot) for the German beer market

In the following investigation a yet topical subject is taken up, namely the possible consequences for the beer market arising from the verdict of the European Court of Justice to repeal the purity law. The German beer market is a fragmented market...

Catalogue: Seminar 1990: Countdown to 1992

Author: Klaus D. Richard

Company: Nielsen

June 15, 1990

Strategic positioning for a European airline in the 1990s

The development of air traffic in the 1990's is a constant factor in the future foreseen by airlines and the organizations that represent them. Already developing markets (such as Europe and the Asian Pacific), together with new markets that are ripe...

Catalogue: Seminar 1990: Countdown to 1992

Author: Paolo Lo Bascio

June 15, 1990