Resources Library by ANA

Mind mapping

This essay takes up the question: "How is brand represented in the consciousness of the consumer? And on the basis of this starting point, how can the different expressions or manifestations of brand be explained?" This exploration is based upon the...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Rudolf Sommer

Company: RSG Marketing Research

June 15, 1996

The interactive consumer

The purpose of this paper is to show the importance of understanding consumer behaviour through research, in two main areas of the telecommunications market place. Firstly, it will discuss the importance of considering the consumer within the broader...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Clare Lees

June 15, 1996

Inmarsat

Inmarsat is one of a new genre of global, ingredient brands whose potential is being opened up by the rapidly growing use of communications and information technology. This paper considers the communication and advertising issues that arise when...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Leigh Stops

June 15, 1996

Communication

This paper looks at the use of communication, not only advertising, as a strategic resource for creating strong links with the various segments of telecommunications users. This need was isolated by Telecom Italia as a result of the very rapid...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Valeria Colombo, Patrick G. M. Standen

Companies: TIM (Telecom Italia), Burke, Inc.

June 15, 1996

Meta consumption

This reference to Credit Mutuel's Assises has allowed us to grasp at what point the meta-consumer was central, at the heart of the banking debate, of values, of the organisation and of strategy. This notion is not an alibi for the communicator but...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance

Authors: M. Nussenbaum, A. Souvayre, Catherine Becker

Company: SORGEM IMR

May 1, 1996

Financial service, brand realities

This paper examines the challenges and opportunities facing financial service brands against a background of structural insecurity in Europe, and explores the most profitable ways of using total communications. It examines the key consumer or...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance

Author: Jack Paramore

May 1, 1996

The value of contacts in promoting brand equity

Brand equity is basically related to the capacity of a brand to win and maintain loyal customers. It represents a new dimension in contemporary marketing that focuses on winning share of loyal customers to improve and preserve market share. Common...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Joseph Khoury, Oscar Jamhouri

March 1, 1996

The halo effect

To obtain insights into how advertising works, it is important to appreciate the factors influencing its action on the public. It is necessary to define the term "advertising" prior to going further. Advertising can be said to be any (and in fact,...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Authors: Anumita Sharma, Sanjaya Shunglu

November 1, 1995

Marketing in a changing society

Changes in marketing environments have, in many cases, rendered traditional company-to-consumer marketing and communications strategies insufficient, as the need to target, communicate, and address the needs of different constituencies has increased....

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Michael Cohen, Jennifer Scott

September 1, 1995