Resources Library by ANA

Towards a qualitative control of television sponsorship of television sponsorship

In allowing advertisers to symbolically express their brand identity, TV sponsorship has become a privileged space for brand communication. Advertisers should keep in mind, however, that this method of communication which is difficult to control and...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Authors: Daniel Bo, Yves Krief

Company: SORGEM IMR

June 15, 1991

David and Goliath

Since the arrival of the private television channels in Spain the newspaper Publishers became more and more worried about the share they would get within the advertising budgets. Television has been always the main medium in Spain for advertising a...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Rosa Maria Forner

June 15, 1991

Designing and implementing international joint marketing ventures

What are the specific events and decisions that actually occur in the identification, design, and implementation of joint ventures involving Western enterprises and East European enterprises? To answer this question a case study research program is...

Catalogue: Conference 1991: International Marketing Research

Authors: Arch G. Woodside, Jozsef Kandiko, Wilfried Vyslozil

June 15, 1991

Developing a global pricing strategy

In 1986 a new Company appeared on the World Stage, United Distillers, the spirits Company of Guinness PLC. The company was formed as a result of the highly publicised takeover of the Distillers Company Limited by Guinness and was primarily a...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Clive Sims, Adam Phillips, Trevor Richards

June 15, 1991

A new job for marketing people

This paper presents an approach to this end, in several steps: - to define the object and the relevant scope for a convenient strategic analysis; - to describe the object with its environment trough relevant factors and variables; - to proceed to...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Jacques Antoine

June 15, 1991

A new job for marketing people (French)

This paper presents an approach to this end, in several steps: - to define the object and the relevant scope for a convenient strategic analysis; - to describe the object with its environment trough relevant factors and variables; - to proceed to a...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Jacques Antoine

June 15, 1991

Both sides of the coin

The number of women with a paid job in the Netherlands is growing rapidly. Of course, having a job has implications on the amount of money, time and contacts one has. But the list of topics that are affected is much larger.To study what implications...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Authors: Barbara Prassek, Judith E. J. Bloks

Company: NIPO

June 15, 1991

Changes in marketing, social policy and management to achieve the Europeanisation of business in the 1990's (French)

Our real starting point is Europeanisation. We are not asking questions about the future of Europe, about economic Europe, scientific Europe, social Europe, political and institutional Europe, or even monetary Europe. What exactly do we mean by...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Jacques Paitra

June 15, 1991

The challenge of the future

The introductory speech of the ESOMAR Seminar on the Expansion of Broadcast media is divided in two parts. The first part’s purpose is to define the key role that broadcast media -and in particular Television- play in every person’s life,...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: José María Casero

June 15, 1991