Resources Library by ANA

Novel segmentation techniques (Spanish)

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

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

Authors: Carlos Quezada Guzman, Emilio Martinic

June 15, 1999

Novel segmentation techniques

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

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

Authors: Carlos Quezada Guzman, Emilio Martinic

June 15, 1999

Where East meets West

One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials. The results...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: Jon D. Morris, Fei-Wen Pai

June 15, 1997

High definition method

Given the cultural level of respondents is very different and this has a major influence especially when we ask consumers to describe their feelings, expectations, and with the help of other experiences in the field of segmentation by ARCHETYPES -...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Bruno Maresti

Company: Marpool S.r.l.

September 1, 1992

Brand building

This paper aims to demonstrate that the retailer as a brand is more than just the sum of a number of disparate parts and that it has a role to play in shaping the retailers’ strategy not just impacting upon it. When a retailer has a strong brand...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Author: Colleen Ryan

June 15, 1989

How children use television advertising and how we can learn to communicate more effectively with them

The paper describes a small-scale exploratory study among school-children, supplemented by preparatory desk research, and by interviews with a variety of adult professionals working in the broad field of child communications. The overall objective...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Authors: Emer Rodnight, David Williams

Company: Ogilvy

June 15, 1984

Advertisement post tests in magazines

This paper describes the methods of measuring the effectivity of ads in print media after their insertion, in the competitive environment . The traditional methods for measuring physical contacts are recognition and recall. A discussion of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Eva Maria Hess

Company: Media Markt Analysen GmbH & Co. KG

March 1, 1976