Resources Library by ANA

Attention for and appreciation of radio programmes

The main purpose of the Radio Audience Research in Holland is to establish the number of people listening to radio. The data, gathered by means of quarterhour diaries, are used to show preferences of the audience for stations and programmes. It does...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Wilma de Haas

June 15, 1991

Two cultures meet and create a third

Each of us has developed her own form of expertise separately, in resonance with the main product areas she works for, i.e. functional products for Barbara and fine fragrances for Olwen. Recently, we have come to feel that the market demands a closer...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Authors: Olwen H. Wolfe, Barbara Busch

June 15, 1991

Value-based segmentation, social change and consuming orientations

Market segmentation is a way of solving problems of mass marketing. All kind of segmentations and typologies have become more and more popular. If these are to be useful, they must assist to understanding of consuming habits of target groups. At the...

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

Author: Marttl Puohiniemi

June 15, 1991

Values and trends of the over 50's in Europe

The topic of this publication is the issue of the population over 50s as new social subjects, as consumers with greater spending power and more availability to spend than in the past. Among marketing people, this category has always been referred to...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Raimondo Boggia

Company: GPF Research

June 15, 1991

Patterns of TV watchers

This report offers a new approach to the question of behavior patterns in television viewing, which we term TELEMODES. The approach involves a typology consisting of six types (or modes). The typology was developed in 1988 in the framework of...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Laure Schapira

Company: Mediametrie

June 15, 1991

Psychological VS geographical space in multi-country marketing strategies

The recent events in Eastern Europe draw a renewed attention to the impact of the environmental and cultural factors in marketing and management. Our marketing and organisational thinking are still dominated by the "country approach" while important...

Catalogue: Conference 1991: International Marketing Research

Author: Jacques E. Andriessens

June 15, 1991

The embryonic consumer

Overall, the paper explores the extent to which consumers in Eastern Europe are similar to or different from consumers in the West, and presents some original data on consumer values which indicate that not only are values in Eastern Europe somewhat...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Carla Millar, Christine Restall

June 15, 1991

The challenge of developing a marketing strategy, which works in many diverse markets

The situation that Europe '92 will present to marketers in Europe is very similar to the context in which Indian marketers have been operating for years - where different regions of the country are like separate countries in themselves, both in terms...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Rama Bijapurkar, Titoo Ahluwalia

June 15, 1991

Too much of advertising and promotion is wasted

Information on the effectiveness of promotions and advertising is more and more indispensable for a successful brand. Advance in technology has given the chance to develop a tool which is required to measure the effects of advertising and promotion:...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Sabine Ullrich

Company: GfK

June 15, 1991