Resources Library by ANA

The role of the salesforce in strategic marketing

In this paper the authors, drawing on the experience of one of the world’s leading telecommunications suppliers, outline the role an organisation’s salesforce can play in helping to develop and shape marketing strategies. BT operates the...

Catalogue: Seminar 1992: Business To Business Marketing

Authors: David Brant, David Smith

Company: DVL Smith Ltd

June 15, 1992

The use of PC spreadsheet models in bridging the gap between decision making and marketing research in industrial product concept testing

The focus in this paper is a discussion of the effects that can be achieved from marketing research if an appropriate interactive marketing decision making model in personal computer spreadsheets is developed. The paper is divided into two parts. The...

Catalogue: Seminar 1992: Business To Business Marketing

Authors: Nexhmi Rexha, Fred Frost

June 15, 1992

A new approach to the measure of children radio audience (9 to 14 years old)

In France, radio audience measurement for people 15 years old or more is pre-eminently carried out using Mediametrie's 75000 Survey, whose methodology is generally known and accepted. Mediametrie is both attentive to its market and eager to see...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Fabrice Carlier

Company: Mediametrie

June 15, 1992

Children and television advertising

This paper will argue that research into the effects of television advertising directed at children’s markets can benefit from being framed within a perspective guided by a more comprehensive understanding of children's cognitive development. A...

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

Authors: Barrie Gunter, Jill McAleer, Brian R. Clifford

June 15, 1992

Brand equity

The purpose of this paper is to outline an approach for identifying the equity inherent in a brand. It will suggest an approach for estimating brand equity as an economic quantity using a combination of easily measured customer dynamics. It will also...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: James A. Taylor

June 15, 1992

An overview of the transition from diary-based television audience measurement to people meters in Australia and New Zealand, 1989-1991

This paper reconstructs the history of the introduction of People Meters to Australia and New Zealand during 1989-1991. The rival multinational People Meter operators invested heavily in the race to secure contracts to provide ratings services in the...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Terence W. Beed

June 15, 1992

Ecological changes in the Gulf

The environment has not been deliberately destroyed in war at such a scale as in the war over Kuwait. Before withdrawing from Kuwait, the Iraqi troops for no strategic or tactical benefits, spilled, over a period of ten days in January 1991 between...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: Mahmoud T. Abdulraheem

June 15, 1992

How differences between techniques affect the advertiser in Europe

The map of Europe is deceptively simple as far as TV measurement is concerned. The same technique (a panel equipped with electronic set and people meters) is used in every country, or will be by the end of the year, and only 2 companies, AGB and GFK,...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Jane Perry

June 15, 1992

Researching audiences to target audiences... A different type of single source

This paper addresses the subject of how to promote programmes more effectively. It is important to understand at the onset that this paper is not addressing the issue of repeat viewing to programmes or trying to understand or indeed quantify...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: David Brennan, Jeremy Wyndham

Company: Nielsen

June 15, 1992