Resources Library by ANA

Learning brands

Children, as children ,are significant spenders and consumers ; as prospective adults, they are the market of the future. As young consumers they are also students of the market, learning to recognize brands and associate them with products and...

Catalogue: New Monograph Series Vol.9: Researching Youth

Authors: Robert G. Wyckham, Colleen Collins Dodd

August 1, 2000

A holistic approach to customer loyalty research

This presentation describes a case study conducted for Microsoft Denmark in 2002.The aim of the presentation is to describe the fruitfulness of involving internal relations of the client company when working with customer satisfaction, thus obtaining...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Lars Bo Anderson, Christian Agger

Companies: Microsoft, Ulveman Explorative A/S

January 1, 2000

Research for innovations and innovation management

The first part of this paper focusses on the process in which ideas for innovative products and services are found. The process of developing a product that can be sold from the customer's idea of what will be needed in the future and the...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Gert Autz, Peter Huijbers

September 1, 1999

Beauty and the beast

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Cecília Russo, Jaime Troiano

June 15, 1999

Evaluating the value of global brands in Latin America

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni

June 15, 1999

The sales drive of radio campaigns

The question of the sales performance achieved through radio campaigns - not so much in tactical as in strategic terms - was foremost in the author’s mind in developing an econometric model of turnover activities. The model developed was...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Author: Lars Gibbe

June 15, 1999

Evaluating the value of global brands in Latin America (Spanish)

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Nelsom Marangoni, Paulo Carramenha, Luis Alfredo Lagos Dougnac

June 15, 1999

Beauty and the beast (Spanish)

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Cecília Russo, Jaime Troiano

June 15, 1999

Why modernist media solutions are failing in a post-modern world

This paper demonstrates that harmonisation is no longer valid given the fragmentation and subsequent reconstruction of conventional media around a new media hub, the Internet. It argues that harmonisation is a modernist concept fumbling around in a...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Richard S. Wilson

October 20, 1998