Resources Library by ANA

A little chopping might save the trees

Direct marketing is increasing in popularity as a means of selling to the consumer and business customer, it is nevertheless one of the most wasteful and ineffective forms of marketing. Direct marketers talk glibly of 2% effective rates from a...

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

Author: David Pring

June 15, 1991

The role of research in developing Europeanwide corporate communications

Industrial organizations are increasingly being faced with the challenge of deciding how best to communicate - on a European-wide basis - not just with their customers, suppliers, and shareholders, but with a wider audience of stakeholders. These...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Richard Beswick, David Smith

Company: DVL Smith Ltd

June 15, 1991

Methods of radio audience measurement comparing interview and diary techniques

Within the scope of the ARD Method Test the standard instrument of radio listener research in the FRG, daily-routine survey, according to the pattern of Media Analysis '90 was tested against two versions of diary: diary with or without coverage of...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Gerhard Franz

June 15, 1991

Approaches to tracking the impact of national destination advertising

The approach adopted to assessing the effectiveness of national destination advertising, where the final sale is not made in an easily measured fashion, should ideally be multi- facetted. In the case of major changes in advertising campaigns made by...

Catalogue: Seminar 1991: Travel And Tourism Transition

Author: Ciaran Tuite

June 15, 1991

Developments in youth tourism in recent decades and their impact on the youth hostel movement In Europe

The Youth Hostel movement had become world-wide by the 1960’s. It had at this time a near monopoly of organised international Budget Youth Tourism, on the basis of providing simple accommodation without frills for travelling youth. At some time...

Catalogue: Seminar 1991: Travel And Tourism Transition

Authors: John Parfitt, Andrew Chinneck

June 15, 1991

SESAME

The main objective of the SESAME study is to answer to some fundamental questions which have been resolved by too "conventional" answers. For example : - What is spending for which objective? - Is there some spending level minimum or maximum? For...

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

Author: Alain Parodi

June 15, 1991

The waking up of sleeping beauty flora by the kiss of prince researcher

A case history showing how a multifacetated methodology along with a close relation between research and marketing can contribute to strategic marketing decisions in the case of the salvation of a brand in an increasing competitive and changing...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Teresa Monjardino, Graça Galamba

Company: Unilever

June 15, 1991

Tourism and environmental crises

The paper illustrates and discusses the impact of an environmental crisis the appearance of an algal blooms in the Adriatic sea during the summer of 1989 on tourist attitudes and behaviours. The tourism basin involved Italy's Emilia-Romagna...

Catalogue: Seminar 1991: Travel And Tourism Transition

Authors: Giancarlo Gasperoni, Stefano Dall’Aglio

June 15, 1991

Working with colour and fragrance in combination to optimise consumer product perception

The fragrance/colour combination is crucial in the area of optimising consumer perception of product benefits, which is relevant to subconscious consumer reactions to brand/product acceptance. This paper will look at one particular piece of research...

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

Author: Ken Lewis

June 15, 1991