Resources Library by ANA

Marketing beyond the monkey

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.In today's world of over-abundance of stuff, media and messages, brands...

Catalogue: Brandmatters 2006

Authors: Charles Skinner, Christophe Fauconnier

Company: Ipsos MRBI

February 8, 2006

The case for holistic touch-point management

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communications effect.It describes an integrated brand value chain management model; a practical means to isolate the route by which economic brand value is...

Catalogue: Brandmatters 2006

Author: Simon Cole

February 8, 2006

The ROI imperative

There are no 'silver bullets' in ROI measurement. ROI success and increased client value are most consistently the products of focused client engagement in the ROI process than application of any specific ROI tools or methods.New findings from 135...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Bart Moore, Dee Allsop

September 19, 2004

Respondent misconceptions, falling response rates, is it time for change?

This paper looks at the relationship between the researcher and the respondent and seeks to challenge outmoded attitudes and to suggest new approaches which deliver value to all stakeholders (including clients, agencies, respondents, and customers)....

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Ray Poynter

September 14, 2003

Managing intangible assets to create tangible value in organizations

This paper is based on the premise that the intangible asset of a company, in form of its employees and customers, and the relationship the company forms with these constituencies, are what create value and generate profit. The authors build upon...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Berth Jonsson, Mikael Paltschik, Soumya Roy

September 14, 2003

Synchronise/destablise

Using a case study approach, the paper reviews characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an objective research enterprise, as well as other...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Herman J. Milligan Jr., Ashref Hashim

September 14, 2003

Show me the money!

This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as return on marketing investment, brand value and intellectual assets are...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Kristin Hickey, Simon Le Couteur

Company: The Leading Edge

September 14, 2003

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher

Company: Moskowitz Jacobs Inc.

September 14, 2003

Driving share-of-wallet through customer satisfaction and brand preference

This paper examines the interaction between customer satisfaction and firm/brand preference and their moderating impact on share-of-wallet spending for a large financial institution and the fleet trucking industry.Share-of-wallet information is the...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Heather Evans, Terry G. Vavra, Tiffany Perkins-Munn, Timothy L. Keiningham, John A. Theodore

September 14, 2003