Resources Library by ANA

Internet advertising effectiveness

This paper highlights how internet advertising works and how itcontributes to brand building. The author reviews the value of differentonline advertising formats ranging from banner and sponsorship to richmedia. The current challenges and potentials...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Author: Laurent Florès

Company: Ipsos MRBI

November 1, 2000

Modern Asian everyday lives

Advancing technology, global competition, fragmented and demanding markets, the internet, and the growing power of consumers are major forces, placing intense pressures upon local and global management to understand and better meet the needs of...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Peter Cooper, Jocelyn Pinijarom, Siamack Salari

Company: QRi Consulting Ltd.

November 1, 2000

The future of dynamic eMarketplaces in Asia Pacific

This paper addresses the eBusiness marketplace in Asia Pacific in the latter half of 2000, with a focus on long-term return on equity models. The dot.com hype through April of this year was a distraction for real businesses needing to understand that...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Author: Lane Leskela

November 1, 2000

Build strong brands and develop communications

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Michael O'Donohue, Tamsin Addison

Company: McKinsey & Company

November 1, 2000

Quantifying consumers' motivational structures for food products

This paper describes methodological issues concerning the Association Pattern Technique, a method to quantify means-end chain structures. The method provides understanding in the way consumers are motivated to choose specific products. The main focus...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Gerda I.J. Feunekes, Wilma den Hoed

Company: Unilever

November 1, 2000

Research World (November 2000)

Coca Cola has long been in the list of the world's top brands, its bottle an icon and its markets transversing the world. This is no accident. Coca-Cola is a familiar brand at every bar, street corner vendor and supermarket throughout the globe. Its...

Catalogue: Research World 2000

Author: ESOMAR B.V.

November 1, 2000

Understanding consumption as a culture

This paper describes the work carried out in explaining how the Indian consumer reacts to the very idea of consumption. The paper argues that culture is an important determinant of consumer behaviour across categories. A specific model of behaviour...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Author: Santosh Desai

November 1, 2000

The lifetime value of advertising

This paper outlines the database and methodology used to provide greaterdepth in modeling the volume effect of advertising and reports the direction of initial findings from this work. The efforts are focused onquantifying the long-term effects of...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Author: Steve Kingsbury

November 1, 2000

Is my advertising building brand equity?

This paper is based on experiences learned and techniques used incontinuous brand and advertising tracking studies conducted over thepast five years in North America and Brazil. It includes specific case studyexamples of how advertising campaigns...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Rosana Couto, Leda Kayano, Tom Gallagher

November 1, 2000