Resources Library by ANA

Standardization of health measurement for different indications

A comparison of treatment regimes in the health service shows that different demands are made of the measuring instruments depending on the indication and national pecuharities. In searching for the most universally applicable procedure possible, we...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: Peter Becker

June 15, 1991

Marketing communication and consumer involvement

The purpose of this paper is to present some ideas and hypothesis about two theoretical models describing how advertising works : the "learning model" (according to which advertising works on consumer attitudes, which in turn works on consumer...

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

Authors: Jean Michel Agostini, Michel Brulé

Company: BVA Group

June 15, 1991

An enquiry into the marketing value of permanent coupon saving promotions

This paper demonstrates how the marketing value of a permanent coupon saving promotion system can be estimated by application of the TARGET MONITOR MODEL. An important finding is that the permanent coupon saving promotion can increase the quality of...

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

Author: Peter H. van Westendorp

June 15, 1991

Credit-institutions (financial services) and the over 50's

Forecasts and analyses indicate that the economic significance of the "over 50's" is growing. For German banks they are an important segment in retail banking: o their share of total population is increasing o the people over 50 hold on about 70% of...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Jochen Donaubauer

June 15, 1991

Understanding culture in international marketing

Culture is a word frequently used but insufficiently defined and delineated, especially in the marketing context. This paper offers some definitions of culture and its component dimensions, which are intended to be of use to marketing...

Catalogue: Conference 1991: International Marketing Research

Author: Mary Goodyear

June 15, 1991

The use of prescription data for sales force management and market research

This paper is divided into five sections; the first describes the data, which are collected from retail pharmacies and provide comprehensive information on the prescription drug sales transaction. Prescription characteristics, e.g. amount of drug...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: Patrick Miller

June 15, 1991

The influence of commercial TV on the volume of advertising in magazines and newspapers

They fear that the develop of the commercial television in Europe could restrain the press. A great deal of attention has been paid to this topic by the Italian advertising sector and by the legislature. We shall attempt to answer showing that this...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Gianluca Aru

June 15, 1991

How do press ads really work and how can we measure their performance more realistically

This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Authors: Wendy Gordon, Andrea Berlowitz

June 15, 1991

How should we communicate with the over 50's on health and prevention?

It was not so long ago that health was essentially understood as the absence of illness - a precious, heaven-sent gift outside of individual control. This idea - which contains an undeniable element of truth - still predominates in certain parts of...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Margret Ziegler

June 15, 1991