Resources Library by ANA

The world of the buyer/user of insights

A sneak peeks of 'The world of of the buyer/user of insights' by Ray Poynter, ESOMAR Council Member. 

Catalogue: Insights Festival 2020

Author: Ray Poynter

September 17, 2020

Budget efficiency: How to maximise the value of your market research

During times of economic uncertainty, you might have to slash market research spend. But without data-driven understanding of your customers, it's unlikely that you will continue to be able to address their needs better than your competition. So...

Catalogue: Webinars 2020

Author: Thor Olof Philogène

Company: Stravito

June 4, 2020

Revue Française du Marketing (Mars 2015)

Qu' est-ce qui propulse un film dans le haut du classement du box-office et a contrario qu'est-ce qui explique l'échec commercial d'un film? Comme le souligne OrélienBerge, auteur de l'article «l'influence des caractéristiques d'un film...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

March 1, 2015

Research World (June 2009)

Our theme this month is return on marketing investment (ROMI). But just that one Insight throws the discussion of this aging concept into very sharp relief. Just what is ROMI? Is it return on investment on the entire marketing effort? Or return on...

Catalogue: Research World 2009

Author: ESOMAR B.V.

June 1, 2009

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