Resources Library by ANA

EMS, the way ahead

The developments in international business, market structure in general and the organisation of marketing across Europe have changed the conditions of media research. Regional marketing and media planning, crossing borders of European countries and...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Marion Appel, Laura E. Wendt, Belinda Barker, Renee Mitchell

June 15, 1996

Justifying our advertising budgets

Two views of paid-for advertising are compared. One is commonly held but unachievable. The other is more realistic. The main aim of advertising is commonly thought to be growth, but this seldom occurs. The more realistic goal is brand maintenance in...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven

June 15, 1996

Customer handling

This paper covers the factors which drive satisfaction or dissatisfaction with service events (such as fault repairs or complaints) where the customer has had contact with BT. It considers how the company can increase satisfaction through improved...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Ric Tizard, Stephen Link

Company: FDS International Ltd

June 15, 1996

What customers want

With the major trends in the automotive industry pointing towards increased consumer power, the ability of manufacturers to satisfy customers is, more than ever, a pre-requisite for success. As manufacturers struggle to differentiate their products...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Author: David Sargent

Company: JD Power

June 15, 1996

What happens to the audience when a program changes time?

Loyalty to television shows is a vexing and important issue. While a show may get about the same rating from one week to the next, studies have shown that only about forty percent of this week’s audience will go on to watch next week’s...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Peter J. Danaher, Troy Stanton

June 15, 1996

Measuring real time viewing as a modifying factor in the television industry the Chilean case

The development of the Chilean television industry in the past years runs parallel to two important phenomena: on the one hand, changes introduced in the TV regulatory framework made it possible to introduce cable television, and on the other a...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Elias Selman Carranza, Patricio Moyano Galdames

June 15, 1996

On the possibility of predicting ratings reliably

The paper reports on a secondary analysis of Australian People Meter data, using trend-series data analysis techniques. It places particular emphasis on deriving a neural network model of television audience estimates. The research program has been...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Author: Ian Garland

Company: Nielsen

June 15, 1996

The Libresse/Nana case 1990-1993

This paper describes the strategic marketing issues facing SCA- Molnlycke's feminine hygiene business in Europe during the first years of the 1990s, a period which meant dramatic changes to the category. The aim was to create one strong Eurobrand, a...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Ola Gejervall, Mats Persson

June 15, 1996

Understanding pay TV markets in Africa

This paper gives a review of the development of pay TV markets in various African countries and Indian Ocean islands. It includes a brief overview of the state of the African economy, the television environment, and the qualitative research...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Author: Heather Kennedy

June 15, 1996