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Research papers
Millennial mediavores
The authors? experience suggested that using traditionally broad mediagroupings could limit the effectiveness of a media recommendation. Thisis increasingly becoming of major concern as the media options for under24-year-olds flourish and the same...
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Briar Harland, Alana Storey
November 1, 2000
Research papers
Trends and developments of the research industry
The market research industry in Asia Pacific has recently undergone three major shocks: the globalisation of the Asian industry, the economic crisis, and the beginning of the internet era. This paper explores where the market research industry in...
Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: John Smurthwaite
Company: KANTAR TNS Malaysia
November 1, 2000
Research papers
Redefining ethics in market research
This paper describes issues raised in a recent review of the Market Research Society of New Zealand's Code of Practice (based on the ESOMAR Code) with respect to its appropriateness for qualitative research. Qualitative researchers and social...
Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Ann Holway
November 1, 2000
Research papers
Maximizing internet advertising efficiency
Everybody counts 30-day cume audience, or Reach, in website tracking.These estimates indicate the number of unique individuals who could bereached at the site, but fails to describe the audience actually reached byany particular advertising campaign....
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Steve Coffey, Lisa Sharkis
November 1, 2000
Research papers
Internet advertising effectiveness
This paper highlights how internet advertising works and how itcontributes to brand building. The author reviews the value of differentonline advertising formats ranging from banner and sponsorship to richmedia. The current challenges and potentials...
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Author: Laurent Florès
Company: Ipsos MRBI
November 1, 2000
Research papers
Modern Asian everyday lives
Advancing technology, global competition, fragmented and demanding markets, the internet, and the growing power of consumers are major forces, placing intense pressures upon local and global management to understand and better meet the needs of...
Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Authors: Peter Cooper, Jocelyn Pinijarom, Siamack Salari
Company: QRi Consulting Ltd.
November 1, 2000
Research papers
The future of dynamic eMarketplaces in Asia Pacific
This paper addresses the eBusiness marketplace in Asia Pacific in the latter half of 2000, with a focus on long-term return on equity models. The dot.com hype through April of this year was a distraction for real businesses needing to understand that...
Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Lane Leskela
November 1, 2000
Research papers
Build strong brands and develop communications
Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it...
Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Authors: Michael O'Donohue, Tamsin Addison
Company: McKinsey & Company
November 1, 2000
Research papers
