Resources Library by ANA

The commercial communications mix

This paper will discuss trends and issues in the commercial communications mix both at a mega-trend level and more specific in the fields of Advertising, Sales Promotion, Sponsorship, Public Relations, Direct Marketing and Personal selling, sponsored...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Robert Riphagen

Company: Philips International

November 6, 1985

Utilising the medium of contemporary music

To execute a successful sponsorship, it is essential that marketeers, identify, select and target their promotional activity in a skilful and selective manner. In the following paper we examine a major elusive target market, the youth, whilst...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Paul Pike, Dirk Spiers

November 6, 1985

'Below-the-line spending' the need for understanding and control

SPAR has been designing, implementing, evaluating and executing promotional programs since 1967. Our approach has been successfully implemented in the United States, Canada, the United Kingdom and Australia. In the UK, through a joint agreement, AGB...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: William H. Bartels

November 6, 1985

Sponsorship

The objective of this paper is to demonstrate: 1. The need for correct and detailed definition of objectives for sponsorship; 2. The possibilities that proper (marketing) research offers to measure the effects of a sponsorship.

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Franz Kohl, Ton Otker

Company: Philips International

November 6, 1985

Sponsorship

What I propose to do is discuss a few of the key issues affecting sponsorship and then go into some detail about how we handle it in Ford, recognising that in our case the lines between sponsorship and sales promotion get rather blurred. I believe...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Stuart Turner

November 6, 1985

Success or failure

Market research successfully developed tools to measure the effectiveness of below-the-line activities. These not only record reliably sales performance before, during and after promotions, but increasingly take into account "reason-why-data". Also...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Harald Ruppe

November 6, 1985

The impact of changes in retailing on promotions research

No one would dispute that over the last two decades there has been a dramatic shift in the balance of power between manufacturer and retailer. Whilst perhaps most evident is the grocery sector this has extended to roost other areas of retailing. This...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Maureen Johnson

November 6, 1985

Closing of the seminar

Some remarks on what we called below-the-line. It seems to me that this area has reached a more developed status from the research point of view. Still there is room for improvement, especially: We observe that cumulated experiences lead to learning...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Mario van Hamersveld

Company: Philips International

November 6, 1985

Sales promotion

Sales Promotion is a strategic communications discipline at least for those client companies who use it properly. As a discipline it has a leading edge over most others in that it can be used tactically to produce a short term result but only within...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Gerry Postlethwaite

November 6, 1985