Resources Library by ANA

Image and soul

Our paper discusses the importance of image in the automobile industry. It begins by ascertaining how much money manufacturers typically spend in advertising, then other related communications disciplines. It is a substantial amount. We proceed to a...

Catalogue: International Automotive Marketing Conference 1994

Author: Philippe H. Defechereux

June 15, 1994

The single European market for insurance

The data presented in this study, which has been derived from various CATI-Bus-Surveys made with respect to the population in West Germany, and from a Disk-by-Mail-Survey made with respect to insurance brokers, outlines the expectations and opinions...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Author: Harald Weinberg

June 15, 1994

Brand management and brand measurement

Brand building, brand management and brand maintenance prerequisites the measurement and thorough understanding of brands. Since brand building often represents a greater investment than product or plant development, this is a worth wile endeavour....

Catalogue: Seminar 1994: Building Successful Brands

Author: Uwe Munzinger

June 15, 1994

Traditional medical journal ad testing considerations for the Japanese market

This paper is divided into two parts. The first part discusses some of the cultural complexities involved with marketing in Japan, with particular emphasis on the case of the Japanese marketing of Rulid, an oral antibiotic co-promoted in Japan by...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Jean-Michel Volat, Dale Goodwin

June 1, 1994

Social change and perceptions of consumers

The present paper deals with the experiences and perceptions of consumers in Hungary, the former CSFR 1 ) and Poland since the revolutionary changes in 1989 up to 1992. The data shown are based on large representative studies conducted in these...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Gunda Plasser

Company: GfK

June 15, 1993

Marketing Western brands to the new Europeans

This paper outlines a case study which demonstrates the practicalities and benefits of using high-grade qualitative research methodology in order to understand the fundamental attitudes, aspirations, and social influences impacting upon the Eastern...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Authors: David Craig, Rupert K. Tower

Company: QRi Consulting Ltd.

June 15, 1993

Brands: The missing link

This paper starts by discussing the nature of brands. Brands appear to have human-like characteristics. This is now reasonably well-known and accepted by professionals, and the authors briefly refer to earlier work adapting and applying concepts...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Authors: Wendy Gordon, Christine Restall

June 15, 1992

How media/message synergy contributes to total quality perceptions

The purpose of this talk is to reaffirm the importance of understanding how consumers use quality information in their valuation of a brand. We show information that leads us to believe that consumers combine quality, convenience and personal...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Josh McQueen

June 15, 1992

Performance monitors to aid business decision making

This paper explores how Royal Mail International successfully used a performance monitor to more effectively focus on customer needs in an increasingly competitive market. The main objective of the research was the accurate measurement of customer...

Catalogue: Seminar 1992: Business To Business Marketing

Authors: Diana Brown, Tom Perrott

June 15, 1992