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Research papers
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 papers
Brand, style, territories
This paper addresses the importance of brands (particularly clothing brands) and their symbolic capital to youth in suburban Paris.
Catalogue: Ethnic Marketing 2000
Authors: Danielle Greenfield, Serge Laminana
Company: SORGEM IMR
July 1, 2000
Research papers
Customer magazine publishing
This paper brings together, for the first time, data on the key national markets for customer magazines, as well as presenting the world's first generic research into the effectiveness of customer magazines. The results are based on research...
Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Neil O'Brien
October 10, 1999
Magazines
Revue Française du Marketing 1999 (N. 172)
Ce numéro spécial consacré au parrainage sportif prend encompte cette double perspective sociétale d'abord et managérialeensuite. Il existe au moins deux manières de cerner le concept de parrainage sportif. La...
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
February 1, 1999
Research papers
Nipo's brand monitor and how advertising works
In this paper we go into the relations between Quality of Advertising, Brand Awareness, Perceived Quality and finally Brand Loyalty, on the basis of the large number of studies we did in this field. Our empirical evidence shows that advertising can...
Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Leo van Doorn, Jan Stapel
Company: NIPO
June 15, 1991
Research papers
The ADTRAC model for advertising tracking
There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of...
Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: G. J. Hooley, N. Wilson, P. A. Wigodsky
October 26, 1987
Research papers
Thresholds in brand awareness
Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...
Catalogue: ESOMAR Congress 1987
Authors: Gilles Laurent, Jean-Nöel Kapferer
Company: IFOP
September 1, 1987
Research papers
