Resources Library by ANA

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Rosie Riley, Aurora Yasuda

Companies: KANTAR TNS Malaysia, IBOPE Inteligencia

May 1, 1995

Listen, learn and lead

The primary purpose of a Market-Based Decision Network is to provide information and process tools to enterprise and operating management. It is a team of experienced people positioned to assist all levels of management by creating a set of processes...

Catalogue: International Automotive Marketing Conference 1994

Author: Vincent P. Barabba

June 15, 1994

Using the eyes of the consumer to build successful, globalized brand management strategies

Today, most Brand Management teams are being asked to become productive with smaller budgets and fewer human and material resources; to move faster, know more and make fewer mistakes; and, be more profitable in the bargain. Couple this with the...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Charles Ilsley, Roger J. Posten

June 15, 1994

The role of prior decision constraints

When purchasing high involvement consumer durables such as new cars, consumers are assumed to progress through the following stages: Problem or Need Recognition; External Search; Alternative Evaluation; Purchase or Choice; Outcomes or Postpurchase...

Catalogue: International Automotive Marketing Conference 1994

Authors: Girish Punj, Richard Brookes

June 15, 1994

Re-engineered research program for print advertising on the B-T-B market

In the spring of 1994 the Berlingske Group of newspapers in Denmark conducted a survey to gain new knowledge about the decision-making process that business-to-business advertisers’ use in making their media and marketing plans. The project was...

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

Author: Eileen Klitvad

June 15, 1994

Business restructuring in market research

This paper considers the role of business information systems in affecting this change. Not driven by technology but driven by business requirements. We demonstrate how, at Bayer UK, the effective integration of data from multiple sources is rapidly...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Marion Wyncoll, John Markham

Company: Bayer AG

June 1, 1994

The pharmaceutical information center... A major resource for decision making

The modern pharmaceutical information center can be a key resource for decision making, but in order for this to occur and for line and staff management to get what they need from this center, several things are necessary, in addition to the obvious...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: George Gerson

June 1, 1994

Value of a forecast or putting the pieces together

A forecast is the summary of all of the qualitative and quantitative, primary and secondary research on an issue, therapeutic class, or business opportunity. The forecast represents the best judgment of the market research group which combines market...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Bill Lawson

June 1, 1994

Marketing management support systems

A Marketing Management Support Systems can be defined as any device combining (I) information technology, (II) marketing data and/ or knowledge, and (III) analytical capabilities, made available to one or more marketing decision-makers with the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Berend Wierenga, Gerrit H. van Bruggen

June 15, 1993