Resources Library by ANA

Marketing effectiveness studies

Eleven separate research studies, covering as many marketing places, were conducted to determine which marketing communications tools are most useful in providing information about products and services specified by managers who have purchasing...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: David P. Forsyth

June 15, 1991

Maximising communicational effectiveness

All too often there is a gulf between research theory and practice, and market place reality, in what constitutes effectiveness in marketing communications. However, importantly, in bringing the two closer together there are a number of basic...

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

Author: Peter Holloway

June 15, 1991

Getting around complex data? Get it in a round!

The market researchers must be part-time communicators, to fully convey the message contained in each of the studies they have designed, supervised, or bought. Regardless of the quality and depth of the collected data, whatever had been the attention...

Catalogue: Conference 1991: International Marketing Research

Author: Yves Marbeau

June 15, 1991

Marketing communication and consumer involvement

The purpose of this paper is to present some ideas and hypothesis about two theoretical models describing how advertising works : the "learning model" (according to which advertising works on consumer attitudes, which in turn works on consumer...

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

Authors: Jean Michel Agostini, Michel Brulé

Company: BVA Group

June 15, 1991

The influence of commercial TV on the volume of advertising in magazines and newspapers

They fear that the develop of the commercial television in Europe could restrain the press. A great deal of attention has been paid to this topic by the Italian advertising sector and by the legislature. We shall attempt to answer showing that this...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Gianluca Aru

June 15, 1991

Individualisation and the need for marketing information management

In this paper it is argued that growing individualisation of consumer lifestyle and demand necessarily leads to a major change in commercial communication. Already a shift from advertising to direct marketing is noticeable. But also direct marketing...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Author: Wil Wurtz

June 15, 1991

The message is (or may be) the medium... But is certainly not the message!

Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: François Laurent

June 15, 1991

Bridging the data decision gap

In this paper it is argued that there is a growing gap between what market research offers and what decision takers require of market research. It is argued that this gap could be reduced if market researchers communicated more effectively how market...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: David Smith

Company: DVL Smith Ltd

September 1, 1990

A new marketing tool

Two beliefs underpin this study which was carried out among 6000 people in six European countries : - the brand and its graphic symbol, the logo, are the main institutional and product communication vectors in a complex world market, - the brand in a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Gerard Doublet

September 1, 1990