Resources Library by ANA

From riches to rags

The significance of marketing and market research within financial institutions increased in the mid and late 1980s as a result of the increased competition brought about by de-regulation and growing financial sophistication on the part of the...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Author: Frances Green

June 15, 1992

Realities of the European single car market

The paper provides a view of the real impact of the European Single Market on the car industry. It contrasts the political ambitions to achieve an open market with the divisions and differences that still exist in the environment for selling and...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Malcolm Harbour

June 15, 1992

Recession and the financial decisions of smaller businesses

This paper examines the effect that the recession has had on the financial behaviour of small businesses and their optimism about the future. The main finding is that the age of the business and the change in its turnover over the preceding year are...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Author: Nick Watkins

June 15, 1992

Panel discussion: Design and marketing

The following paper is a ’live’ transcript of the panel discussion which concluded the New Products session. Although the discussion touches on some important areas of theory, the main emphasis is on the practical issues faced by designers,...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Authors: Patrick Le Quément, Philip Wade, Daniel Bachelet, Gianpiero Benevolo, Richard Brookes, Lorne D. McMillan

June 15, 1992

Junior 1991research

The JUNIOR '91 RESEARCH is a survey on a specialized collectivity: children. The survey is conducted on a sample of 3.078 children, aged Jun-13 years, and the main aim of the research is to measure readership of magazines for children. But it is also...

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

Authors: Giancarlo Ferreri, Carlo Pescetti

Companies: The Walt Disney Company, DOXA

June 15, 1992

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