Resources Library by ANA

Brand development and brand equity

Most food and drink companies competing in the European markets of the 1990's see a challenge to exploit efficiently existing brand equities as well as to maximise the chances of success for new brands. The Quaker Oats company is present in Europe in...

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

Authors: Sandra Pickering, Jacques Blanchard

June 15, 1992

Laboratory price response measurement in testing new products

Finding the "right" price is one of the main problems of any marketing strategy. To solve this problem it is necessary to have information on the effects of price changes on demand, i.e. on the form of the price response function. To derive this...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Authors: Bernd Erichson, Karl-Ludwig Börtzler

June 15, 1992

European television advertising and children

Children form a significant part of the television audience: for most children, television has become an integral part of their lives and in one way or another contributes to their development. Available statistics clearly show the importance of this...

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

Author: Souné Wade

June 15, 1992

The significance and value of fashion in the transition from childhood to adolescence

This paper takes its cue from research into the significance of consumption in adolescence. Specifically, the results of the research in question are presented in relation to the role and the significance of fashion in the choice and the purchase of...

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

Author: Alessandro Paris

June 15, 1992

The use of experimental design in monitoring brand equity

Traditionally, attitude research has been done by surveys rather than experiments. In part, this is a function of management regarding experiments as risky; they want certainty. This is unfortunate because experiments permit direct observation of...

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

Author: Joel N. Axelrod

June 15, 1992

Problems of non-response and non-cooperation in a people meter panel

The quality of any audience measurement system is dependent on the quality of the sample upon which its data are based. This paper presents the results of two pieces of research that examine different aspects of A.C. Nielsen's network people meter...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Barry Kiefl, David M. Tattle

Company: Nielsen

June 15, 1992

Results and perspectives in image-measurement and interpretation

The so called Image and the relevance for buying behaviour imputed to it gains importance for planning of marketing communications - talking about brand- and corprorate images. This inclination is confronted by a lack of theoretical and conceptional...

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

Author: Stephan Götze

June 15, 1992

Radio advertising expenditure

This paper presents a comparison of the radio landscape and radio advertising in European countries. The commercial radio landscape in Europe varies considerably from country to country, ranging from Sweden where there is no commercial radio to Italy...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Flemming Hansen, Lars Grønholdt

June 15, 1992

The dilemmas of the durables researcher

The Durables industry is considerably less researched than many others, such as fast moving consumer goods. It is a competitive one nevertheless, and research has, or should have an important role. Moreover there are some problems which are more or...

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

Author: David Hawkins

June 15, 1992