Resources Library by ANA

Effective advertising (Spanish)

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...

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

Authors: Michael F. Cramphorn, Jesus Caldeiro

Company: Add+Impact International

June 15, 1999

Evaluating the value of global brands in Latin America (Spanish)

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

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

Authors: Nelsom Marangoni, Paulo Carramenha, Luis Alfredo Lagos Dougnac

June 15, 1999

CKR FM: The use of marketing research to reposition a radio station

This paper provides a case study of a radio station in Ireland which faced declining listenership and an associated loss of advertising revenue. The station had broadcast successfully from its launch in 1989 to 1996 but the Measure used yesterday...

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

Author: Declan Doyle

June 15, 1999

Global research

This paper provides marketers and researchers with a greater understanding of response tendencies and the interpretation of market research across Latin American countries. It also considers cost trade- offs of testing in smaller markets and presents...

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

Author: Leah Robinson

Company: Nielsen

June 15, 1999

Impact test on the Internet

The dramatic increase of Internet usage is accompanied by a similar increase of advertising spending on this new communication vehicle. However accurate measurements of the effectiveness of Internet advertising were ...

Catalogue: ESOMAR Net Effects 1999

Authors: Claudia Willner, Martin Mayr

June 15, 1999

Internet as a marketing tool for operators and vendors in the telecommunication industry

As online marketing activities are growing and becoming an essential part of the overall marketing approach it is important to measure effectiveness of this new media in terms of its impact on sale, with respect to traditional marketing media.

Catalogue: ESOMAR Net Effects 1999

Authors: Massimo De Sanctis, Simona Collová

June 15, 1999

Office-based data collection

This paper describes an alternative method of data collection in customer satisfaction studies - office-based data collection via the Internet. The project described here is part of an Incentive Programme comprising all stall' in the branch offices...

Catalogue: ESOMAR Net Effects 1999

Author: Per Lundgren

June 15, 1999

Socioeconomic characteristics of the radio audience in the United States

Historically the radio ratings in the United States have described audiences by age and sex. In the fall of 1998 Arbitron began collecting information on household income education and presence of children from all respondents. This socioeconomic...

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

Author: David Lapovsky

Company: Nielsen

June 15, 1999

The young audience as a future reserve market for newspapers

This paper investigates the real purpose of newspapers in Brazil and whether the medium will bear the same import in the near future with its ongoing format. The main focus of this study is youth aged 14 to 19 years as it is the segment to which new...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Ana Lucia Fugulin Ache, Maria de Fatima Atsuko, Rose Mary Ikeda

June 15, 1999