Resources Library by ANA

Creacion de perspectivas fiables para el desarrollo de la comunicacion

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The...

Catalogue: Latin America 2005

Authors: Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas, Pablo Gonzalez Vicente

October 23, 2005

Measuring and optimising the effectiveness of mixed media campaigns

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions for these problems through Strategic Communication...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Arie K. den Boon, Suzanne M.A. Bruin, Theo J.F. van de Kamp

June 23, 2005

What about senior consumers?

In the age of digital revolution there is a tendency to believe that computer science and new technologies only impact younger groups. Yet what happens with our seniors?The population aged 50 plus is currently the segment experiencing the highest...

Catalogue: ESOMAR Conference on Digital Futures 2005

Authors: Marta Belmonte, Marta de la Cruz

Company: Ipsos MRBI

March 1, 2005

Measuring emotion in brand communication

The main purpose of this paper is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contribution to innovation?The authors...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Peter Cooper, John S. Pawle

Company: QRi Consulting Ltd.

February 27, 2005

The importance of contextualisation in interpreting consumer needs

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors...

Catalogue: ESOMAR Conference On Age 2005

Authors: Cliff van Wyk, Refiloe Mataboge

January 30, 2005

One language, different peoples

Research across multi-cultural markets has shown that finding a single communication platform for all countries sometimes proves difficult to achieve. Even if the same language is spoken, a communication's message and the perceptions created by said...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Author: Ayobamidele Gnädig

November 28, 2004

Give research a chance

This paper examines the nature of marketing communications and the research mechanism allied to this area, and suggests that the essence of effective communications/communicating is seldom practiced by either marketeers or many researchers, in spite...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: Neil McPhee

September 19, 2004

Forever Jung

This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Giles Hedger, Leigh Morris, Raimund Schmolze

September 19, 2004

IMC evolution

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management fad'.This paper provides evidence of an increased...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Authors: Lynne Eagle, Philip Kitchen

June 16, 2004