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Research papers

The impact of ethic marketing for a banking business

This paper presents the innovative strategy of GWK, an important Dutch banking business. It demonstrates that small target groups can also be beneficial if there is a good combination between a specific product, like Western Union, and a specific...

Catalogue: Ethnic Marketing 2000
Authors: Cees van Eijk, Monique van der Plas
July 1, 2000

Research papers

Untangling the confusion of TV scheduling theories

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience- delivery-based media planning concepts of reach and frequency. This paper discusses distinctions that should be made...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Jayne Zenaty Spittler
October 20, 1998

Research papers

Product quality

The case presented here is that of Glenfiddich, a single malt scotch whisky. The production of Glenfiddich dates back to 1887. The brand has been introduced to number of markets outside its home market - Scotland - in the last thirty years. Four of...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Miriam Comber, Sally Gordon
June 15, 1998

Research papers

Human life cycle

This paper describes the psychographics of the Indian youth and child. The results are based on a study carried out in a sample size of over 8000 respondents across twenty centres in India. The findings can be used to study the shifts in values among...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Umesh Kothari
October 22, 1997

Research papers

Motivating the marginal buyer

The ideal of targeting and promotional effectiveness is to deliver to those individuals who are most open to brand switching the message or benefit that most satisfies their preferences, and to do this in the most appropriate executional and media...

Catalogue: ESOMAR Congress 1989
Author: Ian D. Greig
September 1, 1989

Research papers

Conversations about advertisements

The paper covers an experimental study that looks at an alternative methodology for pre-testing television commercials. Current methodologies appear to prejudice the utility of Ad response data by imposing an environment on respondents that may do...

Catalogue: ESOMAR Congress 1988
Author: Colin Bowring
September 1, 1988

Research papers

Using multi-source low cost research to devise a marketing and communications strategy for a low visibility tourist region

This paper tells the story of how, using a number of already available surveys, a marketing and communications strategy was devised for an area that was historically better known as a coal and iron and steel industrial complex than as a touristic...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Mike E.C. Larbalestier
May 4, 1988

Research papers

Italy there's more to it

In the spring of 1986 tourism to Europe suffered a severe setback, political events and dramatic incidents concerning the Mediterranean area led to a seasonal drop of up to 50% from the North American market and substantial cancellations from other...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Alberto Denzler von Botha
May 4, 1988

Research papers

Getting the message across

This paper seeks to demonstrate how a programme of research which segments farmers according to their general attitudes and approach to their work can influence the communication strategies employed by manufacturers. Many manufacturers use market...

Catalogue: Seminar 1987: Identifying Change in European Agriculture
Authors: Peter J. Hayes, Christine Ward
June 15, 1987