Resources Library by ANA

The car, the environment and the media

The paper outlines a research project examining press coverage of the motor industry in six European markets in order to track the incidence of a range of environmental issues and the presence of certain key messages both for and against the...

Catalogue: International Automotive Marketing Conference 1998

Author: Peter Christopherson

Company: CARMA

June 15, 1998

The strategic use of telecommunications

Despite technological and regulatory advances telecommunications' strategic role in business is poorly understood. Management attention is excessively focused on reducing telecommunication costs (which rarely account for more than 1% -2% of total...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: Anthony Newstead

June 15, 1998

Capturing the elusive brand

This paper looks at the changing environment of brand research and assesses the implications for exploring brand equity quantitatively within the context of brands of similar status outside the immediate product area within the retail environment...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Mary Short, Sarah O'Brien

June 15, 1998

Data warehousing

This paper is a short summary of the major findings of a study based upon sixty-two case studies of organizations that have successful data warehouses in use at their sites. The in-person interviews that provide the basis of the study were conducted...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Edward O'Hara

September 1, 1997

Alternative qualitative methodologies

This paper considers a broad range of qualitative methodologies currently being used, other than traditional groups/depth interviews, and examines how popular they are nowadays with both client buyers and agency practitioners alike. Additionally, the...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Sue Redfern, Jennie Maitland, Tracey White

Company: KANTAR TNS Malaysia

September 1, 1997

Revisiting conjoint

The paper describes a case story based on a classic, but not traditional conjoint approach involving consumer attitudes to environmental problems and animal ethics in connection with the primary production of pork. In Denmark - as in many other...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Marcus Schmidt, Lene Hansen

Company: GfK

September 1, 1997

Advertising increases market shares and media mix achieves most

There are still controversial opinions on how to quantify the contribution of classical advertising to market success. The development of advertising-effect-formulas, considering the calculable relationship between advertising expenditures and market...

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

Author: Adrian Weser

June 15, 1997

Strategic capital of brands within the new international and Latin American scenario (Spanish)

The brands are assets strategic yet usually wrong evaluated. The validity from the big brands yet Many years after from the disappearance from the products physical what they designated check what the brands "Pay" the investment Applied in they....

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Alberto Wilensky

June 15, 1997

Strategic capital of brands within the new international and Latin American scenario

Brands are strategic assets which have not yet been properly assessed. The fact that important brands continue being in vogue for many years even after the physical product they designated has disappeared from the market is an evidence that brands...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Alberto Wilensky

May 1, 1997