Resources Library by ANA

The End of Dinosaur Advertising: Measuring Brand Effects Today

Marketeers are challenged to choose the right methods to quantify the long-term impact of brand on sales.In this paper Nepa, together with IKEA Canada, explores how marketing mix modelling (MMM) analysis canbe improved to incorporate long-term media...

Catalogue: Congress 2022: 75th Anniversary

Authors: Brinda Mathew, Kalle Backlund, Svetlana Kosoleva

Companies: Nepa Sweden, Ikea

September 23, 2022

Brand activation... the good, the bad and the ugly

On an average 40% of BTL investments go to waste if brand activation initiatives are not monitored on a regular basis. Marketers should be able to identify the Good, the Bad and the Ugly among all their activation programs. There was no performance...

Catalogue: MENAP Forum 2016: From Transformation To Activation

Authors: Ahmer Rasheed, Adil Jamil

June 15, 2016

Research World (June 2007)

Are we jumping on the brandwagon? That was the core question discussed at an ESOMAR event a decade ago in Berlin, at a time when ‘brandology’ and ‘brand management’ were fast rising in importance. At the end of the conference, it...

Catalogue: Research World 2007

Author: ESOMAR B.V.

June 1, 2007