Resources Library by ANA

Where East meets West

One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials. The results...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: Jon D. Morris, Fei-Wen Pai

June 15, 1997

Proof of performance

This report is based on a study of month-by-month brand share movements for twenty leading packaged goods brands - consisting of ten top magazine-only and ten top mixed magazine and television advertisers - over a two year period, and used an...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Alan Smith

June 15, 1997

Interactive advertisement in Japan

This paper discusses advertising using interactive mechanisms, above all, Internet-based advertising in Japan. The number of Internet users is sharply increasing in Japan as in other countries. With this increase, a large number of companies are...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Toshiyuki Kitahara

Company: Dentsu Macromill Insight

June 15, 1997

Advertising in magazines

The paper presents research findings of Sesame, a survey including hundreds of advertising campaigns in the various media, designed to compare average media effectiveness - and the methodology used for this survey. The results show the specific...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Marc Vincent, Annick Vincent

June 15, 1997

Advertising in magazines is different

The presentation starts with a brief review of the history of our work in the area of synergy in South Africa, and leads into a discussion of why, after successfully replicating the positive results year on year, we suddenly found brands practising...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Barbara Cooke

June 15, 1997

Women's magazines

This paper will summarise the progress made so far in measuring the effect of magazine advertising in the AdTrack study, and will then examine the benefits a major client has received from participation in the study. It has been found that magazines...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Gareth Cooper, Glynis Jones

June 15, 1997

For now we see through a glass darkly

This paper considers developments in international and global marketing communications (marcoms). An international conference held in April 1996 served to identify several issues which appeared to be impacting upon marcoms in a generic sense, and,...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Philip Kitchen

June 15, 1997

The forgotten characteristic of print advertising

It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertisements were tested among readers of women’s...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Vivian Beck

June 15, 1997

Global advertising research approaches

It has taken a relatively short time for Millward Brown to evolve from a small agency in the United Kingdom to our first work in Asian markets in 1987 - a third stage in steady globalization of the company and its research products. Our own research...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Jeremy Green, Terry Willie

Company: KANTAR TNS Malaysia

November 1, 1996