Resources Library by ANA

Economic VS. non-economic measures of advertising efficiency

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Sabine Wüst

Company: GfK

June 15, 1988

The need for the integration of market potential and pricing micro-models

This paper has attempted to demonstrate the benefits of integrating two quite distinct modelling processes, each based on a micro-modelling philosophy. In particular, it has shown how early quasi test-market volume predictions (such as provided by a...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Rory P. Morgan, Julian R. Bond

June 15, 1988

The negative exponential

This paper shows how RBL responded to marketing managements' changed needs by adapting mini-testing methodology to reduce the time necessary for testing in a way which preserved the extended observation of the repeat buying behaviour of panellists as...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Joel D. Levy

June 15, 1988

Beyond pretesting advertising

We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Karl-Georg Muslol, Uwe Munzinger

Company: GfK

June 15, 1988

Application of models to improve sales prognoses

The present contribution introduces a prognosis model developed by GfK Testmarktforschung especially for data out of micro test markets. This model allows the explicit consideration of measures of the marketing mix. This permits: 1. A prognosis even...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Raimund Wildner

Company: GfK

June 15, 1988

The U.S. test marketing scene and a new test marketing methodology for capturing all panelist purchases

The U.S. test marketing scene has been going through revolutionary changes since 1980 with the advent of electronic technology with high powered minicomputers. It is now possible to collect supermarket laser scanner sales data, TV viewing patterns,...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Lynn Y.S. Lin

Company: Burke, Inc.

June 15, 1988

Understanding consumer values

As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Chris Macrae, Carlos Harding

June 15, 1988

TESI

Testmarket simulation can be used to predict the market share of a new product before its market introduction and it can provide diagnostic information concerning the product design, packaging, pricing and advertising. This information enables the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Bernd Erichson, Karl-Ludwig Börtzler

June 15, 1988

Testing marketing action with scanning data

The constantly developing equipment of outlets in electronic check-outs offers new possibilities of responses to manufacturers' information needs. In fact, the installation of test zone like the SECODIP SCANNEL proves, at the same time, the dynamism...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Denis Bied-Charreton, Isabelle Le Roy

June 15, 1988