Resources Library by ANA

Determining advertising budgets using econometrics

The only rational way to set an advertising budget is to estimate as well as one can the likely sales and cost consequences of each of the range of feasible advertising expenditures and choose the one which maximises the future profit (or other...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Michael Stewart

June 1, 1978

Market mechanics 2

One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Wilfried Wenzel, Heino Stöwsand

June 15, 1977

Tracking studies

Measuring change is - or should be - a way of life for researchers the world over. Witness to events, we provide a means by which decision makers in business, politics, government and society in general can assess public opinion and evaluate the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Robert M. Worcester, Elizabeth Mansbridge

Company: IPSOS

June 15, 1977

Market mechanics 2 (German)

One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Wilfried Wenzel, Heino Stöwsand

June 15, 1977

Future ways of communicating with doctors: How effective are the traditional methods

This paper sets out to examine the methods of communicating with doctors open to the pharmaceutical manufacturer . Although it is important to examine the use of the traditional methods of communication e.g. representatives, mailings and journals,...

Catalogue: Seminar 1977: Foresight Or Hindsight?

Author: Alan J. Bowditch

March 1, 1977

Can you forecast the effectiveness of a promotional campaign?

I would like to spend a few minutes looking at what is meant by predicting the effectiveness of a promotional campaign. Second I would like to talk about some of the efforts that have been made in the field, and related areas, passing a few comments....

Catalogue: Seminar 1977: Foresight Or Hindsight?

Author: Philip J. Brown

March 1, 1977

Evaluation of CESEA's teaching system

This paper presents an evaluation of the effectiveness of CESEA's system for the teaching of Marketing. CESEA is a School of Business Administration that offers, among other programs, a two years' Marketing Management course. The system aims at...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: José Maria Veciana

June 1, 1976

Evaluation of the effectiveness of a drug counselling training program

The drug abuse has become one of the major problems of the nation, and as a response to increased demand for programs and experts to meet treatment and preventive needs. As part of these efforts the National Institute of Mental Health has been...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Katherin Marton

August 1, 1975

The importance of cultural trends in market planning

It is important to measure changes in cultural trends, if advertisers are to increase the effectiveness of their planning. Our work on the Yankelovich Monitor has demonstrated that such data can be applied in a disciplined way, both as a checklist...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: T. Mortemore, J. Sldoall

September 1, 1972