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Research papers

Integrated marketing communications starts with print plus television

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrated marketing communications, with special...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Alan Smith
June 15, 1997
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Citation

Smith, A. (1997a, June 15). Integrated marketing communications starts with print plus television. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/integrated-marketing-communications-starts-with-print-plus-television


Research papers

When marketing is a matter of life and death

The AIDS epidemic does not only struggle for supremacy within the bodies of those who have the disease. Its power and its mythology have also entered the psyches of virtually everyone, at least in the United States. The virulence of the disease...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Hazel Kahan, Dave Mulryan
June 15, 1997
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Citation

Kahan and Mulryan (1997a, June 15). When marketing is a matter of life and death. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/when-marketing-is-a-matter-of-life-and-death


Research papers

The contribution of qualitative research to advertising creativity (Spanish)

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Jorge A. Alisio
June 15, 1997
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Citation

Alisio, J. A. (1997a, June 15). The contribution of qualitative research to advertising creativity (Spanish). ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-research-to-advertising-creativity-spanish-


Research papers

The impact of new media on the communication process

Buyer-seller relationships, networks and partnerships are rapidly becoming key issues in marketing. Indeed it is now recognized that building and maintaining interactive strategic relationships have significant long term implications for a company's...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Authors: Heiko Falk, Axel Schmidt
June 15, 1997
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Citation

Falk and Schmidt (1997a, June 15). The impact of new media on the communication process. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/the-impact-of-new-media-on-the-communication-process


Research papers

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
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Citation

Kitchen, P. (1997a, June 15). For now we see through a glass darkly. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/for-now-we-see-through-a-glass-darkly


Research papers

The contribution of qualitative research to advertising creativity

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Jorge A. Alisio
May 1, 1997
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Citation

Alisio, J. A. (1997a, May 01). The contribution of qualitative research to advertising creativity . ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-research-to-advertising-creativity-


Research papers

Internet, the meeting place

This paper describes the authors’ point of view about the importance of Qualitative Research in terms of creating new analysis tools for the understanding of the Internet consumer. The paper also describes the major findings about this issue...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?
Authors: Carlos Liz, Rui Almeida
January 1, 1997
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Citation

Liz and Almeida (1997a, January 01). Internet, the meeting place. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/internet-the-meeting-place


Research papers

New marketing and direct communication

Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks. Cutting out the middleman, relationship building and the ability to anticipate the customer's ever-changing moods are believed to be...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Author: Mirjam C. Raaijmaakers
November 1, 1996
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Citation

Raaijmaakers, M. C. (1996a, November 01). New marketing and direct communication. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/new-marketing-and-direct-communication


Research papers

Are you talking to me?

In the rapidly growing markets of Asia, new products, brands and services will increasingly compete for consumer attention. As marketers move towards building global brands, the need for market data which are actionable and provide real insight into...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Martine Thiesse, Finola Gowers
November 1, 1996
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Citation

Thiesse and Gowers (1996a, November 01). Are you talking to me? . ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/are-you-talking-to-me-