Resources Library by ANA

The development of a wallpaper stripper

Probably 95% or more of all NPD in the durables sector is associated with product evolution and range extension. Once in a while, with luck, the NPD marketer gets the opportunity to substantially innovate a product category. The process isn't that...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Author: Des Hassell

June 15, 1992

Adapting research to the new world of marketing

After reviewing and defining what global marketing is (or should be), the talk develops three themes: I. Global marketing will accelerate dramatically: Very powerful economic forces compel leaders of the business community to think globally and act...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: George S. Fabian

June 15, 1992

Added value in business marketing strategies

Business Marketing decisions are said to be rational although the marketing input is generally non-rational, or worse, emotional. In this paper, a method of calculating the added value on business marketing decisions is discussed. The method is based...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Sicco C. Santema

June 15, 1992

More media, more data, more confusion?

In the 90’s, the tendency to more media choice will continue. The paper develops the challenges for media research in the 1990s. A key development will be the move to European data, i.e. audience data fully comparable between European countries....

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Thomas Neumann

Company: Procter & Gamble

June 15, 1992

Opportunities and risks in Eastern Europe

The collapse of communist control in Eastern Europe and the former Soviet Union and the ensuing transition to market based economies has opened the door to a consumer market of 409 Million people. This paper discusses recent developments in the...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Louis Bailoni

June 15, 1992

Do we really understand what consumers want?

This paper describes a research project that attempts to better understand the meaning of some words used frequently by consumers to describe automobiles. In conjunction with a leading UK motor manufacturer, the research set out to try and broaden...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Lorne D. McMillan

June 15, 1992

Marketing to young consumers: Segmentation + life-style

Twenty years of daily work with 0-25 year-olds ( the new children's market is no longer defined according to the legal age of majority), within their different contexts (family, school, consumption, media,...) lead us to believe that: - Segmentation...

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

Author: Joël-Yves le Bigot

June 15, 1992

Market research or market analysis?

This paper reviews the contribution that market research can make to the analysis of market prospects for videotelephony products and services. It argues that assessment of markets for technological innovations, like the videophone, requires a broad...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Stephen Connell

June 15, 1992

How to save media money in advertising

This is a practical paper which draws extensively from the experience gained over many years of continuously tracking TV advertising campaigns. The purpose of the paper is to demonstrate firstly how a new research-based approach can provide new...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Bruce E. Smith

June 15, 1992