Resources Library by ANA

Evaluating the value of global brands in Latin America

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: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni

June 15, 1999

Understanding the public radio listener and subscriber

The following paper demonstrates how applied research conducted with Public radio listeners was used to expand listener appeal and increase binding opportunities for a leading public radio station in New York City. By using research to construct...

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

Authors: Michael Cohen, Sarah Peterson

June 15, 1999

A department store CSM study In Chile

The present document studies the advantages and benefits of the Customer Satisfaction Measurement (CSM) studies in a highly competitive market as is the case in the department store sector in Chile. In particular the benefits contributed by the...

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

Authors: Mauricio Ordenes, Ramon Cavieres, Jaime Quezada

June 15, 1999

Effective advertising

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

Ethology and the web

Web surveys are now an established part of market research. However one area that has not been closely studied is the behaviour of respondents in terms of their interaction with the questionnaire. Web surveys are self- completion surveys unlike...

Catalogue: ESOMAR Net Effects 1999

Author: Andrew Jeavons

June 15, 1999

The dimensions of attractiveness in women's magazines

The paper describes a comprehensive analysis into images of female attractiveness that have been used in women's magazines. The research reveals that there are six different attractiveness types and each type is Perceived to have substantially...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Ada Giaquinto, Michael Edwardson, Kip Williams, Ladd Wheeler

June 15, 1999

What kind of people does the new Gulliver address?

In the second half of 1998 the publishing firm De Agostini Rizzoli opted for a restyling of the magazine Gulliver envisaging not only changes in graphics but also contents. The study carried out - after the publishing firm prepared the trial issue -...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Fabio Franzoni, llaria Presotto

Company: SWG Spa

June 15, 1999

The Radiometer

This paper assesses the potential of the radiometer in offering the radio (and television) industry a major breakthrough for the measurement of their audiences. Each of the systems under development is a quasi-passive device. It will be essential for...

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

Author: Peter Menneer

June 15, 1999

Evaluation of service quality and customer satisfaction

The paper presenfs the authors’ viewpoint of the evaluation of customer satisfaction in the Brazilian Telecommunications Operating Companies while state-owned companies. Methodologies like the Projects Opus and Revind developed by technicians...

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

Authors: Jose Eduardo Benevello de Castro, Edmundo Brandao Dantas

June 15, 1999