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Research papers

Capturing the complexity of advertising perceptions

This paper is concerned with finding appropriate ways in which qualitative research can examine how advertising is perceived so that we can extrapolate accurately from the research situation to reactions while watching ads on-air. An American...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Alan Swindells, Alan Branthwaite
Company: KANTAR TNS Malaysia
December 1, 1995
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Citation

Swindells and Branthwaite (1995a, December 01). Capturing the complexity of advertising perceptions. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/capturing-the-complexity-of-advertising-perceptions


Research papers

The implications for publishers of recent research into effective frequency

In the last two years the amount of published diagnostic information on effective frequency has increased considerably. Most of this work, which challenges much current established thinking, has been concerned solely with television, but in itself...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Alan Smith
Company: KANTAR TNS Malaysia
November 1, 1995
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Citation

Smith, A. (1995a, November 01). The implications for publishers of recent research into effective frequency. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/the-implications-for-publishers-of-recent-research-into-effective-frequency


Research papers

The art of the possible

This paper looks at the roles of the different communication channels, but particularly focuses on the synergistic relationship between them. A clear understanding of how above the line advertising works (and how TV advertising works in particular)...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Gordon Pincott, Cath Booth
Company: KANTAR TNS Malaysia
June 15, 1995
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Citation

Pincott and Booth (1995a, June 15). The art of the possible. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/the-art-of-the-possible


Research papers

Global branding

The paper considers the issues of global branding and its relationship with local marketing with particular reference to food and drink markets. We also consider whether a global brand really requires a totally global specification. We also argue...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: John Baker, Kieran Ryan
Company: KANTAR TNS Malaysia
June 15, 1995
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Citation

Baker and Ryan (1995a, June 15). Global branding. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/global-branding


Research papers

The growing strength of the retailer and the effects on FMCG brand manufacturers

This paper takes as its starting point the UK and uses consumer panel data to examine the trends in retailer concentration and own lable on a long and short term basis. It considers the extent to which recent trends in the major multiples are part of...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Stephan Buck, Richard Piper
Company: KANTAR TNS Malaysia
June 15, 1995
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Citation

Buck and Piper (1995a, June 15). The growing strength of the retailer and the effects on FMCG brand manufacturers. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/the-growing-strength-of-the-retailer-and-the-effects-on-fmcg-brand-manufacturers


Research papers

European retail market structures

This paper considers evidence that there are common structures, in terms of types of retail offer, that each European retail market will tend towards over time. It takes a detailed look at two contrasting markets, the UK and Russia, to understand...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing
Authors: Mike Harris, Natasha Retejum
Company: KANTAR TNS Malaysia
June 15, 1995
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Citation

Harris and Retejum (1995a, June 15). European retail market structures. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/european-retail-market-structures


Research papers

The detailed evaluation and analysis of the cardiovascular market in Russia

The paper reports the results of a detailed study of the cardiovascular marketplace in Russia. This was a diary study executed among 97 generalists and 50 specialists working in polyclinics across Russia. The study covered all aspects of 2,367...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Marianne Fletcher, Natasha Retejum, Stephen Godwin
Company: KANTAR TNS Malaysia
June 1, 1995
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Citation

Fletcher, Retejum and Godwin (1995a, June 01). The detailed evaluation and analysis of the cardiovascular market in Russia. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/the-detailed-evaluation-and-analysis-of-the-cardiovascular-market-in-russia


Research papers

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Rosie Riley, Aurora Yasuda
Companies: KANTAR TNS Malaysia, IBOPE Inteligencia
May 1, 1995
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Citation

Riley and Yasuda (1995a, May 01). Understanding how advertising works and implications for measurement of its effectiveness. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/understanding-how-advertising-works-and-implications-for-measurement-of-its-effectiveness


Research papers

Fast-developing markets in Estonia

The paper concentrates primarily on the development of the Estonian consumer market in 1992-1994, the first years of free market economy. The changes in the market are examined from the point of view of different indicators: objective ones, such as...

Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Triin Vihalemm
Company: KANTAR TNS Malaysia
April 1, 1995
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Citation

Vihalemm, T. (1995a, April 01). Fast-developing markets in Estonia. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/fast-developing-markets-in-estonia