Resources Library by ANA

Team based brand building

This paper considers the extent to which members of the brand's team have similar perceptions about the emphasis being placed on different components of their brand. It opens by considering the way that brand management is shifting from the domain of...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Leslie de Chernatony, Roger Took

June 15, 1994

Developing a global brand

This paper discusses a global branding programme developed by the retail arm of British Petroleum. Much of the article focuses on a global advertising campaign BP: On the Move - that comprised an integral part of a broader corporate identity...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Philip Dover, Roy Croft, Robert Kopp

June 15, 1994

The role of prior decision constraints

When purchasing high involvement consumer durables such as new cars, consumers are assumed to progress through the following stages: Problem or Need Recognition; External Search; Alternative Evaluation; Purchase or Choice; Outcomes or Postpurchase...

Catalogue: International Automotive Marketing Conference 1994

Authors: Girish Punj, Richard Brookes

June 15, 1994

Panel research contributions to product portfolio management: A case study

This paper presents a case study to illustrate how research based on consumer panels can go beyond its conventional applications in new product performance tracking and market share predictions to facilitate strategic decisions in the area of product...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Authors: S. V. Nathan, Raka Garg

Company: Colgate-Palmolive

June 15, 1994

Prioritising strategies for an established brand

This paper describes in some detail a marketing research study commissioned by Glaxo Holdings and carried out by Taylor Nelson Healthcare in six European markets and in Canada, amongst over 23 respondents concerning the future potential for Zantac....

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

Authors: Caroline Wilson, Anna Garofalo

Company: KANTAR TNS Malaysia

June 1, 1994

Pharmaceutical industry in crisis?

This paper has attempted to address the open question of the pharmaceutical industry currently being in crisis by addressing the central hypothesis that the changes facing the pharmaceutical industry are not unique. The presentation not surprisingly...

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

Author: Brian Ball

June 1, 1994

Sometime

This paper presents a new approach to media strategy, based on the use of the "Temps Media" studies carried out by TMPR 1 on the basis of the CESP Time- Budget Multimedia Study. The guiding principle of our approach is that of basing the media...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Hélène Haering

May 1, 1994

New research on the out-of-home audience in the United States and Europe

During the fall of 1992 the Network Television Association (NTA)  an organization that was created by the three major U.S. television networks (ABC, CBS, and NBC) to promote awareness of the networks and serve as a research resource --...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Julian Pounds, Horst Stipp

May 1, 1994

Strategies for optimal use of research

The philosophical underpinnings of Nickelodeon's approach to research can be summed up in three words: Listen to kids. As much as possible, we try to let kids run Nickelodeon for us. Our entire business revolves around understanding them and...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Karen Flischel

Company: Viacom International Media Networks

May 1, 1994