Resources Library by ANA

Should we forget advertising awareness?

Advertising awareness, the most used ad efficiency metric, is increasingly questioned by advertisers. Indeed, this measure is based on old economic theories of the consumer behaviour. In the 90s, academic researches, in particular those based on...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Valerie Morrisson, Pierre Gomy

Company: KANTAR TNS Malaysia

June 1, 2008

Measuring responsiveness from a 360° angle

Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Author: Joan Fitzgerald

Company: Nielsen

June 1, 2008

PPM and RFID

This paper presents ground-breaking research on audience measurement across platforms, especially print, using the Arbitron Portable People Meter; (PPM) combined with Radio Frequency Identification (RFID).Specifically, this paper addresses four key...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Pasquale A. Pellegrini, Adam Gluck

Company: Nielsen

June 1, 2008

A great partnership

This paper presents an internationally validated study proving that the right brand and the right media venue produce increased sales and that it can be measured, before media is bought. This innovative approach examines two Latin American brands and...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Robert Passikoff, Noel Gladstone

Companies: Viacom International Media Networks, Brand Keys, Inc.

June 1, 2008

Brazil breaks barriers

This presentation describes the idiosyncrasies in Brazil and the focus group initiative that has been launched by the IBM Brazil marketing team to engage sellers to obtain feedback and educate them on the company's new advertising campaign to be...

Catalogue: Latin America 2008

Authors: Tim Bohling, Jussara Unis

Company: IBM Corporation

May 13, 2008

Latino youngsters

Youth (defined as 16-25) in Latin America is both an actor and a target of change. At that age, they are either at school (High school or University) or entering the productive world. Not only are they consumers (and vectors of fads, new values,...

Catalogue: Latin America 2008

Authors: Brieuc Martin-Onraet, Gregorio de Villa

May 13, 2008

The power of emotions

A theoretical framework exploring the importance of Multisensory strategies as the entrance to the consumer's mind and heart in order to create an emotional relationship between a brand and the client. How could a company create real emotions that...

Catalogue: Latin America 2008

Author: Karla Barajas Portas

May 13, 2008

Cyber quali

With the advance of globalization and the new demands imposed by the reality of the 21st Century, the search for new routes for the development of Market Research has become imperative, and the opportunity to conduct online research has been one of...

Catalogue: Latin America 2008

Author: Diva Maria Tammaro de Oliveira

May 13, 2008

The 'glo-cal' branding toolkit

The purpose of this presentation is to show how Nestle; is facing the challenges of entering the Latam market successfully and how it is providing guidance for a global strategic brand development with a local solution in the arena of the Employer...

Catalogue: Latin America 2008

Authors: Mauricio Yuraszeck, Gabriela Ugalde Romagnoli

Companies: Nestlé, KANTAR TNS Malaysia

May 13, 2008