Resources Library by ANA

Quantitative measurement

The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates specifically relating to outdoor advertising advertising agencies and sponsors providing them with a tool which...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Marco Tapia Ibarra, Cecilia Navarro Alaluf

June 15, 1999

Research methods on the web

This paper highlights examples from several online web site survey to illustrate some of the complexities to conduct online research. In particular the paper argues the importance of a strong collaboration between market researchers, legal, costumer...

Catalogue: ESOMAR Net Effects 1999

Author: Caroline Eichman

Company: IBM Corporation

June 15, 1999

The value of women's magazines for advertisers

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology and presents their positioning and features that makes each magazine absolutely unique -...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Paola Furlanetto, Giulia Ceriani

Company: Ipsos MRBI

June 15, 1999

Assessing radio advertising effectiveness

When respondents are asked to recall ads in a “real world” context radio does well both in absolute terms and relative to television. Aided ad recall in this study averaged 32% across ninety-one radio ads vs. 38% a cross seventy-four ads...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Jackie Ferris, Owen Charlebois

June 15, 1999

Development of new products in global markets

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Monica Kleiman, Arnaldo Bär

June 15, 1999

Different customer strategies to face the powers of banks (Spanish)

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Vera Aldrighi

June 15, 1999

Employing individual diaries for radio measuring

This paper considers several issues: whether there is a drop in the total level of radio listening from day one to day seven during a one-week diary; whether the number of stations in a diary influences the total level radio listening; and finally...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Author: Kristian Arnaa

Company: KANTAR TNS Malaysia

June 15, 1999

The Internet and the changing role of market research

This paper addresses the important role that the Internet plays in a changing market research environment. It uses case histories as a backdrop to analysing the problems and advantages associated with Internet-based research. It also identifies...

Catalogue: ESOMAR Net Effects 1999

Authors: Peet Venter, Meyer Prinsloo

June 15, 1999

Marketing of the future

This paper argues that regardless of the changes brought about by technology and globalisation the fundamental rules of marketing remain the same. Thus a return to the basics of marketing is proposed. Today customers are not placed at the centre of...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Pedro Chicharro

June 15, 1999