Resources Library by ANA

Measuring and managing the corporate image

We are delighted to have the opportunity of speaking today in a session devoted to Corporate and Strategic Planning. The existence of such a session reflects the growing importance attached to corporate image, and recognition of the researcher's role...

Catalogue: ESOMAR Congress 1989

Authors: Stewart Lewis, Robert M. Worcester

Company: IPSOS

September 1, 1989

The ten planets of advertising

Do not expect form this paper an advertising lesson of a comparative study between German and French campaigns.The purpose here is simply to show you what the ten French advertising tendencies are today. As ten planets shining in the sky of...

Catalogue: ESOMAR Congress 1989

Author: Jacques Seguela

September 1, 1989

Association technique and jingle analysis

This paper presents an approach to symbolic jingle analysis. The technique is based on the concept that music plays an important part in deciding the emotional charge of an advertising message, not only reinforcing it but also giving it an exclusive...

Catalogue: ESOMAR Congress 1989

Authors: Alessandro Paris, Ivana Ventura, Laura Frontori

September 1, 1989

Global attack

Johnnie Walker is the world's largest scotch brand and has enjoyed historicially a dominant position in many markets. However, in recent years the brand has come under some strong competition in many of its leading markets. As a consequence of this...

Catalogue: ESOMAR Congress 1989

Authors: Terry Hanby, Carol Coutt, Margaret Holmes

September 1, 1989

The evaluation of government policies influencing nutrition behaviour in the Federal Republic of Germany

The paper describes the use of research in a specific field of social marketing. For the Federal Republic of Germany, government attempts to influence the population's nutrition behaviour are being analyzed. The empirical evidence is based on all...

Catalogue: ESOMAR Congress 1989

Authors: Ursula Hess, Dörte Folkers

September 1, 1989

Marketing and emerging technologies

"Nobody had any need of the phone before it existed". Thus, what could be in such a new field, the contribution of market research? How can we imagine what the good ways to investigate are and forecast what the key factors for success in the...

Catalogue: ESOMAR Congress 1989

Author: Philippe Crance

Company: GMV Conseil

September 1, 1989

Operating research under different budget structures

This paper shares some ideas on the ways the Market Research Department can operate under various budget structures. Such structures are subject to pressures both from the changing demands of the Company, and from within the department. The question...

Catalogue: ESOMAR Congress 1989

Author: Juanita M. Byrne-Quinn

September 1, 1989

Integrated measuring of the effects of marketing mix variables with special emphasis on the elements of the communication mix

Effective marketing plans are key to product success in today's mass markets. And whether they are effective or not is - to a large extend - determined by the consumer and his reaction to it. For the marketers of consumer goods this means they have...

Catalogue: ESOMAR Congress 1989

Author: Petra E. Schauenburg

Company: GfK

September 1, 1989

Value partners

A group of Volksbanks and Raiffeisen banks in Friesland, which cooperate under the name of “Friesland's Bank” and are situated in the north-west of the Federal Republic of Germany to the north-west of Bremen, have together with the author...

Catalogue: ESOMAR Congress 1989

Author: Wolfgang Hesse

August 15, 1989