Resources Library by ANA

Let's heavy up in St. Louis and see what happens

Heavy up TV advertising for packaged goods has been the traditional way of estimating its effect on sales in the United States. With recent advances in information technology, testing can now be replaced by econometric modelling techniques that...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Laurence N. Gold

June 15, 1992

Glocalisation in Asia Pacific

This paper addresses the issues arising from an objective review of a dozen years observing and participating in brand building exercises in the Asia Pacific region. An examination of the way in which available budgets are deployed led to questioning...

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

Author: Roger M. Brookin

Company: Unilever

June 15, 1992

How global are global brands?

Based on a survey of 210 pan-European brand managers, this paper presents an empirical assessment of the state of the art in so-called "global branding. Among the main conclusions, it is shown that the "global brand is a myth: some facets of such...

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

Author: Jean-Nöel Kapferer

June 15, 1992

Researching children through direct computer interviewing

It is a well known fact that children enjoy using computer equipment even more than adults. London Weekend Television has exploited this fact by interviewing interactively a sample of children in the London area using a direct computer interviewing...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?

Authors: Shailesh Patel, Peter Barton

June 15, 1992

Responding to market change by new brand development

In this paper I intend to focus upon the growing significance of new product development and brand strategy within the GCC markets - and indeed, the Middle East as a whole. In order to do so, I will examine first the growth of NPD in Western Europe...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: David M. Craton

June 15, 1992

Identifying the difference in usage and buying behaviour of consumer durables in Europe

The following paper is divide in 3 main sections:1) Description of the European Consumer Durables Survey of EUROPANEL.2) The European diversity of the consumer durables market as reflected by consumer audits.3) Understanding Consumer dynamics using a...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Authors: Roger Wyss, Yves Marbeau

June 15, 1992

The changing process of innovation

In today's high-speed markets companies are having to learn new ways of handling the process of innovation. This paper examines the reasons for this change, and the ways that some automobile companies are introducing their own forms of high-speed...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Richard Brookes

June 15, 1992

The use of market research in the development and marketing of an office park

This paper shows how the findings were used to change the specifications for the buildings, incorporating into the design additional features found to be important to the potential users, to plan for the provision of additional facilities important...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Johan Aucamp

June 15, 1992

Use of scanner data to measure the effects of magazine advertising and frequency on product volume

About a year ago, we released the Family Circle Study of Print Advertising Effectiveness. This was the first fruit of a joint effort begun two years earlier with Citicorp’s POS Information Services Division, which invested approximately...

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

Author: Rebecca M. McPheters

June 15, 1992