Resources Library by ANA

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

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