Resources Library by ANA

Technofear: Its influence on the design of consumer durable P products

Companies involved in the design and marketing of consumer durable products with a level of technical complexity have to cope with the situation where the technical sophistication of the product may outweigh the technical sophistication of the people...

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

Authors: Sean Ennis, Colin Mc Gilvray

June 15, 1992

The use of experimental design in monitoring brand equity

Traditionally, attitude research has been done by surveys rather than experiments. In part, this is a function of management regarding experiments as risky; they want certainty. This is unfortunate because experiments permit direct observation of...

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

Author: Joel N. Axelrod

June 15, 1992

Panel discussion: Design and marketing

The following paper is a ’live’ transcript of the panel discussion which concluded the New Products session. Although the discussion touches on some important areas of theory, the main emphasis is on the practical issues faced by designers,...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Authors: Patrick Le Quément, Philip Wade, Daniel Bachelet, Gianpiero Benevolo, Richard Brookes, Lorne D. McMillan

June 15, 1992

The use of market research in the development and marketing of an office park

This paper shows how the findings were used to change the specifications for the buildings, incorporating into the design additional features found to be important to the potential users, to plan for the provision of additional facilities important...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Johan Aucamp

June 15, 1992

Steirerbrau information system

The general trend towards decentralizing data processing is further emphasized by the specific requirements and structures of information existing in the various departments of a large company. What Steirerbrau needed most, besides technical...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Authors: Gerhard Valeskini, Johannes Rupp

June 15, 1992

Introduction

The subjects we discuss in this seminar influence major marketing decisions - but are still controversial. Simple, practical assumptions or theories govern most of our decisions in designing, testing and evaluating our marketing activities. But these...

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

Author: Simon Broadbent

June 15, 1991

In-store movement and purchasing

This work has proved very successful as it has provided retailers with a technique for assessing the functionality of their stores as selling machines. The technique has two main areas of application. Merchandising performance can be effectively...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: S. J. Thornton, M. J. McCullagh, R. P. Bradshaw

June 15, 1989

Can pretesting be validated?

In talking here about pre-testing we are not concerned with decisions about budget setting or about the choice of media, or about the various aspects of campaign scheduling. We are dealing exclusively with content, the design of the advertisements as...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: John Downham, Tony Twyman

Company: Unilever

June 15, 1983

Magazine covers as a flexible marketing tool

Up to now magazine covers have only been used to attract attention and to protect the inside of a magazine. With the help of a new technical complete manufacturing system - the DOOR-SYSTEM - it will be possible to employ the cover economically as a...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Wolfgang A. Reinhardt

June 15, 1981