Resources Library by ANA

Disrupting System 1 thinking: Better science for smarter marketing

Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking and its applications to research, marketing and public policy. But - what if we have it...

Catalogue: Insights Festival 2020

Authors: Rich Timpone, Vinod Venkataraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong

Company: IPSOS

September 15, 2020

LITERALLY picking consumers' brains for better advertising effectiveness

Bringing art and science together to produce positive ROI, drive sales and penetration uplifts, and of course, winning ads.

Catalogue: ESOMAR Client Summit 2018- Autumn Edition

Author: Michelle Gansle

December 12, 2018

Conceptual closure

Television advertising frequently follows a common creative structure. Typically this involves a narrative or story telling component that portrays a situation or problem followed by the presentation of the brand at or near the end of the...

Catalogue: Asia Pacific 2015: Asia Means Business

Authors: Richard B. Silberstein, Geoffrey Nield, Shaun Seixas

June 15, 2015

Research World (March 2008)

One of the constants in the long and illustrious history of market research has been vigorous and impassioned debate about how (and if) advertising works and what this means for researchers trying to predict and measure impact and ROI (return on...

Catalogue: Research World 2008

Author: ESOMAR B.V.

March 1, 2008

Streaming media on the Web

In March 1999, Millward Brown Interactive conducted the first test ofStreaming Media on behalf of RealNetworks and their client 800.com.The results showed a very strong and statistically significant increase inad awareness and brand awareness for...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Nigel Hollis, Susan Blank

Company: KANTAR TNS Malaysia

November 1, 2000

Research World (April 2000)

When considering the long-term effects of advertising, Internet advertisements can only be seen as part of an integrated media mix, re-enforcing messages that have become ingrained in memory. But the Net is an immediate medium and short-term effects...

Catalogue: Research World 2000

Author: ESOMAR B.V.

April 1, 2000

Tv advertising effectiveness

The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions

Authors: Raimund Wildner, Klaus Kindelmann

Company: GfK

February 1, 1997

Understanding brand success

The paper treats the problem of “building successful brands” from the perspective of a simple yet comprehensive theory of consumer markets. It is practical, using case study material from projects for Premier Biscuits and other clients, to...

Catalogue: Seminar 1994: Building Successful Brands

Authors: John Baker, Tony Camp, Len J. Marchant

June 15, 1994

Should advertising spend be maintained at all costs?

In the course of this paper, are the results of a study which has examined brands over 20 years. Advertising is the continuous theme but each is examined in conjunction with other influential strategies ranging from sales promotions to product...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Sheila Byfield, Allan Breese

Companies: Ogilvy, KANTAR TNS Malaysia

June 15, 1994