Resources Library by ANA

The new television environment

The television industry in the U.S. has always been tempered by a competitive marketplace, a commercially driven environment, which has been uniquely shaped by the size of the audience. Luring the past ten years, competition has heated up...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: David F. Poltrack

June 15, 1986

The video cassette recorder in Australia

During 1984 advertisers in Australia began to be concerned that the video-cassette recorder (VCR) was eroding the size of the audience for live television, and as a result, reducing the frequency by which users of a VCR were being exposed to...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Authors: A. T. Wheeler, Martin L. James

June 15, 1986

The branding of international research

The paper traces the development of international marketing research over the years and shows that it has now become an established part of the activities of hundreds of research companies throughout the world. It is argued that an international...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Philip D. Barnard

June 15, 1986

Pursuing the interface between technology and culture

I would like to take this opportunity to speak on some of our views concerning technology and culture, particularly corporate culture. I would also like to introduce an example of bringing a product to market based on this understanding.

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Tadad Morimoto

June 15, 1986

The image of a Western European country and its products in Japan

The Italian Institute for Foreign Trade (ICE) is a public organisation whose institutional tasks concern the promotion of the image of Italy and the development of foreign trade. At the time of the study the trade exchange between Italy and Japan was...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Authors: Paolo E. Mazzoletti, Robert J. Wilk

Company: Marplan Forschungsgesellschaft mbH

June 15, 1986

The practical issues of co-ordinating international research

Unilever is a major user of market research worldwide. Much of this it carries out for itself but it also buys in research from outside agencies. Nearly all the work is locally-commissioned and locally-funded, and there are relatively few...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: John Downham

Company: Unilever

June 15, 1986

The impact of the new electronic media

This paper will trace the development of cable television in the U.S. from its early development for better TV reception in rural or remote areas, to the use of communication satellites to deliver programming across the entire country. We wiI I...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Barry M. Kaplan

Company: Bates CHI & Partners

June 15, 1986

What you say is what you show, and what you show is what you say

This is ASI's 20th year of testing commercials in Japan and the first part of this paper is concerned with briefly reviewing the early findings of inter-cultural comparisons of advertising research data. In data discrimination or sensitivity, there...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Authors: George Fields, Lorenz C. Andersen

June 15, 1986

Adapting new project and product development to a different culture and life-style

The present paper deals with:1. Japanese enterprises and background of their business activities;2 . Foreign enterprises operating in Japan and their activities and characteristics in entering the market;3. Japanese enterprises operating in foreign...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Tadad Suzuki

June 15, 1986