Resources Library by ANA

Why has branding failed in the U.K. insurance industry?

This paper argues that, in spite of consistent levels of promotional support for UK insurance companies since they first began advertising on television in the mid-1970s, no strong insurance company brands have yet been established in the UK in 20...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Robert Watters, Douglas Wright

June 15, 1994

Re-engineered research program for print advertising on the B-T-B market

In the spring of 1994 the Berlingske Group of newspapers in Denmark conducted a survey to gain new knowledge about the decision-making process that business-to-business advertisers’ use in making their media and marketing plans. The project was...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Author: Eileen Klitvad

June 15, 1994

Traditional medical journal ad testing considerations for the Japanese market

This paper is divided into two parts. The first part discusses some of the cultural complexities involved with marketing in Japan, with particular emphasis on the case of the Japanese marketing of Rulid, an oral antibiotic co-promoted in Japan by...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Jean-Michel Volat, Dale Goodwin

June 1, 1994

Unobtrusive measures of television audiences during commercial breaks: Peoplemeter second by second ratings

In this research we recalibrated the peoplemeter in the AGB McNair New Zealand Peoplemeter Panel to produce second by second ratings, instead of the usual one minute ratings. We looked at audience ebb and flow during programmes, and, in particular,...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Peter J. Danaher, Terence W. Beed

May 1, 1994

Advertiser feedback

Not only must we evaluate the national mass appeal channels, but local market channels and potentially the hundreds of special appeal channels. We also, I suggest, need to change our perspective from evaluation of the transmission carrier to the...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Roger E. Godbeer

Company: Colgate-Palmolive

May 1, 1994

Harmonization of television ratings

There are currently 21 peoplemeter panels operating in 18 countries in Europe. At a European industry level, a great deal of work has been done on the subject of harmonization of television research. The new comprehensive survey from EAAA was...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Kerry Jonas, Steve Wilcox

May 1, 1994

What kind of audience research will be required in future?

This paper begins with a very brief summary of new developments in the television medium and their effect on the likely stracture of the television market going into the next century from the perspective of the viewer and the advertising industry. We...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Robert Hulks, Gilles Santini

May 1, 1994

Assembling the fragments

Consider a commercial break placed on ABS-CBN, a terrestrial broadcaster in the Philippines.Within that break can be found a mix of local and international brands. The creative would be principally out of the Philippines and the target audience would...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Andre Nair, Tim Foley

Company: Ogilvy

May 1, 1994

Understanding and using likeability

This paper presents the results flowing from a large database (100 television commercials) developed over a 10 year period. The database measures the in-market awareness and likeability of all television commercials in South Africa, within two to...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Erik Du Plessis

May 1, 1994