Resources Library by ANA

Knowing how advertising works

The advertising industry is rapidly changing. Advertisers are looking for immediate results; often at a very short notice. Advertising agencies try to expand their service functions from merely creative to overall marketing services. The recession...

Catalogue: Seminar 1985: Quality In Publishing

Authors: Meinard Carper, Hans Elzinga

November 27, 1985

Reader selection

This paper discusses the way readers ensure that the things they read in magazines and newspapers are well adapted to their individual needs - and how close the relationship often is between the reader and the publication.

Catalogue: Seminar 1985: Quality In Publishing

Author: Guy Consterdine

November 27, 1985

Strategies for analysing scanner data for publishers

The objectives of this paper are to detail the experiences in developing and using scanner-based systems and to demonstrate how these systems have influenced marketing and marketing research in general. The central focus of this paper is a discussion...

Catalogue: Seminar 1985: Quality In Publishing

Author: Jan Willem Bol

November 27, 1985

The market of daily press in Barcelona

The success of "EL PAIS" is due to the combination of a series of factor which have coincided in the newspaper since beginning. The first of them, its particular system of owner ship, gave "EL PAIS" some features which made it different from the...

Catalogue: Seminar 1985: Quality In Publishing

Author: Ginés Garrido Alart

November 27, 1985

The latest attempt to square the circle

A source of dissatisfaction among media planners in Germany was the impression that different instruments for measuring quality of media contacts led to different scores depending on the medium offering the score. Against this background a very large...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Peter Beike

June 15, 1984

Research for local newspapers

Media researchers can help the managements of small, local media by providing data which will not only give good audience measurement but also provide guidance on editorial and marketing aspects. Local advertisers are unused to having good audience...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Donald Osborne

June 15, 1984

Birthrate in decline

In view of the decline in birthrate which has occurred in industrialised countries, the companies operating in the Youths' Products Markets are faced with serious problems both with regard to the decreased number of youths and with regard to the lack...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Authors: Arnaldo Aisa, Luisa Pogliana

June 15, 1984

Is publishing management ready for the future?

Publishing managements which believe they are in 'different' circumstances from the rest of the industry will never survive the next couple of decades - even though this will be a period of tremendous opportunity. Indeed, the years already passed...

Catalogue: Seminar 1983: Publishing A Better Product

Author: Robert Heller

November 23, 1983

Product life cycle

This paper questions the concept of product life-cycle, and makes the point that in both theoretical and practical marketing it has often been used as an excuse for non-action. The analogy with human life has only served to reinforce it as a valid...

Catalogue: Seminar 1983: Publishing A Better Product

Author: Giampaolo Fabris

Company: Demoskopea

November 23, 1983