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Research papers

Positive gender portrayal in advertising

This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we...

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018
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Citation

Geoghegan, A. (2018a, September 23). Positive gender portrayal in advertising . ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/positive-gender-portrayal-in-advertising--9389


Research papers

Performance: The "F word"

We are paralyzed by information and data. But what happens with emotions and how can it shape a research process and insight generation and understanding? We want to make audience FEEL how female representations have shaped female consumption over...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Mariela Mociulsky, Ximena Díaz Alarcón, Eugenia Tarzibachi
Company: Trendsity SRL
March 19, 2018
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Citation

Mociulsky, Alarcón and Tarzibachi (2018a, March 19). Performance: The "F word". ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/performance-the-f-word-


Magazines

Research World (March 2007)

Measuring advertising effectiveness to an increasing extent has become a part of evaluating the integrated communications mix. Apart from mass advertising, activities such as promotion, outdoor sponsoring, direct marketing and above all new media...

Catalogue: Research World 2007
Author: ESOMAR B.V.
March 1, 2007
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Citation

B.V., E. (2007a, March 01). Research World (March 2007). ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/research-world-march-2007-


Magazines

Research World (May 2006)

The football World Cup this summer in Germany is, together with the preceding qualifying games, one ofthe largest competitions in the world. Its importance is enormous -it has a huge impact on productivity and media behaviour, as well as consumption,...

Catalogue: Research World 2006
Author: ESOMAR B.V.
May 1, 2006
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Citation

B.V., E. (2006a, May 01). Research World (May 2006). ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/research-world-may-2006-


Magazines

Research World (November 2003)

With a strong domestic economy and positive signs for the advertising industry, some Australian research company heads are concerned that overall growth in the research industry is falling behind general economic growth. Meanwhile, first estimates...

Catalogue: Research World 2003
Author: ESOMAR B.V.
November 1, 2003
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Citation

B.V., E. (2003a, November 01). Research World (November 2003). ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/research-world-november-2003-


Magazines

Revue Française du Marketing (Novembre 2003)

Nos publications de l'année 2003, où deux numéros abordaient en profondeur lapublicité sous l' égide de Sylvère Piquet et de Jay Perlstein, et le marketing sensoriel sous celle de Jean-François Lemoine, se terminent parun...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
November 1, 2003
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Citation

, A. (2003a, November 01). Revue Française du Marketing (Novembre 2003). ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-novembre-2003-


Magazines

Revue Française du Marketing (Mai 2003)

En décidant de consacrer un numéro sur le thème des mutations de lapublicité, la Revue Française du Marketing comble un videqui s'est révélé jusqu'ici préjudiciable à la communauté deschercheurs et des professionnels...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
May 1, 2003
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Citation

, A. (2003a, May 01). Revue Française du Marketing (Mai 2003). ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-mai-2003-


Magazines

Revue Française du Marketing 2003 (N.191)

Les thèmes abordés dans ce premier numéro de l'année 2003, sontd'une extrême diversité. Toutefois ils peuvent être organisés en trois groupes distincts.Le premier groupe porte sur l'évolution des techniques publicitaires...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
January 1, 2003
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Citation

, A. (2003a, January 01). Revue Française du Marketing 2003 (N.191). ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-2003-n-191-


Research papers

One size fit all

The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the model’s internal measures rather than external comparisons such as pre- and post-test validations. The model...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: Chuck E. Young
September 23, 2001
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Citation

Young, C. E. (2001a, September 23). One size fit all. ANA - ESOMAR. Retrieved June 11, 2024, from


https://ana.esomar.org/documents/one-size-fit-all