Resources Library by ANA

The meaning of sales promotion to the public

We intend to explain the fundamental behavior of the Italian public with regard to "promotion", "sponsorship" and conventional advertising. The data mentioned in this report derive from: - several Eurisko motivational surveys - a 1990 survey on a...

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

Authors: Giuseppe Minoia, Germano Calvi

Company: GfK

June 15, 1991

The multiplier effect

In the past our Company was part of the international network of publishers experimenting the Multiplying the Media Effect Research Programme. In Italy, as with all the countries where these experiments were carried out, the results substantially...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Authors: Arnaldo Aisa, Luisa Pogliana

June 15, 1991

A market model used to develop the positioning platform for a new antihypertensive

The paper is divided into two parts. The first part explains the market model used to represent the antihypertensive market in Italy. The model takes into account the nature of the prescribing situation and its anomaly with respect to many consumer...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: Nigel J. Burrows

June 15, 1991

Tourism and environmental crises

The paper illustrates and discusses the impact of an environmental crisis the appearance of an algal blooms in the Adriatic sea during the summer of 1989 on tourist attitudes and behaviours. The tourism basin involved Italy's Emilia-Romagna...

Catalogue: Seminar 1991: Travel And Tourism Transition

Authors: Giancarlo Gasperoni, Stefano Dall’Aglio

June 15, 1991

New language and communication for social advertising

The goal of this paper Is to investigate social advertising in Italy as a concept (what It is, what it means, how people see it) and as communication through some examples of current advertising. It considers a qualitative research concerning the...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Author: Cristina Nava

June 15, 1990

Marie Claire in Italy

Two years after the October 1987 launch of the Italian edition of the women's monthly Marie Claire, product of the collaboration between Arnoldo Mondadori Editore and the French publisher Marie Claire Album (Prouvost Group), the title has, on the one...

Catalogue: Seminar 1990: The Quality Of Media Information

Authors: Luisa Pogliana, Arnaldo Aisa

June 15, 1990

Marketing plan for the construction and exploitation of Italian cultural heritage collections

This paper describes the worldwide operation, in cooperation with the Ministry for the Environment and Cultural Heritage, for an exploitation of the Italian cultural heritage. Taking into consideration the specific characteristic of the law and the...

Catalogue: Seminar 1990: Research And Marketing For The Arts

Author: Tiziano Radaelli

June 15, 1990

From number of sales to market share

Grocery chain supermarkets, are subject to local conditions which may greatly influence their performance. The marketing function has the responsiblity for investigating the current conditions and the potential for each store. The companies...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: Franco Cloni, Massimo Milleri

June 15, 1989

The elderly segment of the Italian population

This paper draws an outline of that segment of the Italian population aged between 55 and 74 years. The paper sheds light on the behavioural patterns and values of the elderly group compared to those of the average, related to several areas: spare...

Catalogue: Seminar 1989: The Untapped Gold Mine

Author: Paolo Anselmi

Company: GfK

June 15, 1989