Resources Library by ANA

MARKSEL

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Luis Queirós

May 5, 1991

MARKSEL (Portuguese)

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Luis Queirós

May 5, 1991

Differentiation through customer service

Deregulation in financial markets has led to explosive change in the structural make-up and marketing behaviour of financial institutions. This observation is critically important if we are to try to assess the future direction of marketing in this...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Simon Chadwick, Peter J. Hayes

June 15, 1988

Application of models to improve sales prognoses

The present contribution introduces a prognosis model developed by GfK Testmarktforschung especially for data out of micro test markets. This model allows the explicit consideration of measures of the marketing mix. This permits: 1. A prognosis even...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Raimund Wildner

Company: GfK

June 15, 1988

Recall and persuasion

Over a two year period the authors have been involved in the development of a new commercial testing system, that brings together, for the first time, measures of on-air recall and persuasion. The system named AD-VISOR, became officially operational...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Patrick G. M. Standen, Stephen Factor

Company: Burke, Inc.

June 15, 1988

Small is beautiful

This paper will demonstrate the improvements to the user achieved by switching from centralised data-processing to decentralised processing, using Personal Computers.

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research

Authors: Hans van den Anker, Danny A. Nijburg

June 15, 1988

Rebuilding the shattered image of a tourist destination through effective market research and public relations

The research proved that a proportion of tourists, mainly in the German market who had never been to Cyprus, considered the island unsafe mainly because of its proximity to the Middle East and the existing situation with the Turkish army on the...

Catalogue: Seminar 1988: Travel And Tourism Research

Author: A. Andronicou

May 4, 1988

The ADTRAC model for advertising tracking

There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: G. J. Hooley, N. Wilson, P. A. Wigodsky

October 26, 1987

Promotional pricing effects

This paper is concerned with promotional pricing. It is studied in the context of a major consumer products category in the Canadian Market using electronic diary data. Price effects on several brands are shown. One brand is analysed in greater...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Robert L. Day, Roger M. Heeler

October 26, 1987