Resources Library by ANA

Target group

There are two main lines in campaigns for industrial products: 1. To give priority to the product and its qualities (Product image); 2. To give priority to the company behind the products (Company image). In principle, the more complex the product...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Bö Bäckman

June 15, 1986

What you say is what you show, and what you show is what you say

This is ASI's 20th year of testing commercials in Japan and the first part of this paper is concerned with briefly reviewing the early findings of inter-cultural comparisons of advertising research data. In data discrimination or sensitivity, there...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Authors: George Fields, Lorenz C. Andersen

June 15, 1986

New research in a (fairly) new medium

Direct Mail is an advertising medium which has grown rapidly in the last decade and, in Britain, is the third largest in terms of advertising spend but it is one in which research expenditure is disproportionately small. Measurement of the medium...

Catalogue: Seminar 1986: New Developments In Media Research

Authors: Geoff Llewellyn, Ian Smith

June 15, 1986

Adapting new project and product development to a different culture and life-style

The present paper deals with:1. Japanese enterprises and background of their business activities;2 . Foreign enterprises operating in Japan and their activities and characteristics in entering the market;3. Japanese enterprises operating in foreign...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Tadad Suzuki

June 15, 1986

Qualitative techniques to identify and evaluate key market development factors

Over the past ten to fifteen years, decision-makers have gradually turned to scenario-based approaches. In these, rather than try to foretell the future as an extension of the present, they seek more realistically to envisage possible states of the...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Daniel Debomy

June 15, 1986

Consumer satisfaction as a marketing decision making tool for public transportation (French)

The RATP, a public service and autonomous enterprise, has always been concerned with "customer satisfaction". A consensus of usage has been created around this term by the RATP and the authorities to which it is responsible: who would not want to...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Michel Barjanski, Yves Evrard

Company: KANTAR TNS Malaysia

June 15, 1986

The uncommitted tourist

This paper describes a model that has been designed to give tour operators insight into: - the number of tourists taking a foreign holiday the coming summer; - the countries they will be going to; - the extent to which they will use tour operators....

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Ted Vonk, Theo Hess

Company: NIPO

June 15, 1986

A marketing aid

The purpose of this account is to set out the results of 3 years of concrete experience gained on this model and its simulation software. It breaks down into three main sections: I. The principle of the model insofar as concerns data collection and...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Christophe Riboud, Françoise Roussel, François Bourguignon

Company: IFOP

June 15, 1986

Measuring business publication audiences using a consumer research model

Media people have become increasingly interested in planning and buying media schedules using the same tools that are available for consumer media: target market average audience levels, cost efficiencies, reach and frequency, etc. On the other hand,...

Catalogue: Seminar 1986: New Developments In Media Research

Author: Lee Morgenlander

June 15, 1986