Resources Library by ANA

Do producers and consumers speak the same language?

Multi-national communication is a standard practice in the fragrance industry. But how are multi-national messages perceived in local markets? The paper examines the phenomenon of female fragrance advertising from two sides: what producers presented...

Catalogue: ESOMAR Fragrance Research Conference 2003

Author: Maria Papanthymou

March 16, 2003

Wireless

This paper examines whether or not SMS is likely to be a 'disruptive technology' in the fields of advertising and marketing research.After an extensive programme of research the authors have concluded that it certainly has that potential as an...

Catalogue: ESOMAR Technovate Conference 2003

Authors: Mike Cooke, Anders Nielsen, Colin Strong

January 26, 2003

Strong enough for adults?

The paper describes an original research approach using an interactive video-on-demand television platform to determine the value of the medium as a research tool to measure consumer response to various stimuli.The results are based on responses to...

Catalogue: ESOMAR Technovate Conference 2003

Authors: John Mills, John Chaplin

January 26, 2003

Building a symbol character

This paper reviews the research work developed for the Telefonica Super 15 campaign launch in Brazil.In the study, the advertising agency, the client and the research institute managed to create a symbol character along the different research stages...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Ana Helena Meirelles Reis, Maria Pia Bussoloti, Vera Ferraz

November 10, 2002

Diving for pearls

This paper describes research conducted by the author that led to the publication of the UK joint national industry association guidelines on the use of payment by results (PBR) in advertising agency remuneration agreements. Set in the context of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Jonathan M. Lace

September 22, 2002

TV needs radio

This paper examines to what extent different instruments and/or methods of advertising-impact research describe radio's specific contribution to the effectiveness and efficiency of combined radio and TV campaigns in a comparable way. A total of eight...

Catalogue: ESOMAR/ARF WAM Conference 2002: Radio

Authors: Gerhard Franz, Christoph Wild, Uwe Domke

June 14, 2002

Listen and pay attention!

This paper describes the development of a new research method that defines the qualitative processing of radio ads in quantitative terms. The authors conducted the research to learn more about how ads are processed by the audience, in addition to the...

Catalogue: ESOMAR/ARF WAM Conference 2002: Radio

Authors: Nicole Engels, Bas de Vos

June 14, 2002

Magazines

A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are over-exposed to magazines and have more contacts...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Authors: Bruno Schumutz, Eric Vernette

June 13, 2002

Print monitor

This paper describes the Print Optimization Monitor (POM), a research tool designed to not only measure the affinity of certain target groups to individual magazines, but also those contents with an above average or below average opportunity of...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Author: Uwe Czaia

Company: CZAIA Marktforschung GmbH

June 13, 2002