Resources Library by ANA

The modern marketing researcher

This paper presents an ideal model and strategy of the modern marketing researcher based on the thoughts and ideas of Leonardo da Vinci.Our vision for the modern marketing researcher is rooted in the European Renaissance but applicable to the modern...

Catalogue: Latin America 2006

Author: Michael Francesco Alioto

Company: Market Probe International Inc.

October 8, 2006

Customers and brands

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory,...

Catalogue: Automotive 2006

Authors: Kirsti Lindberg-Repo, Richard Brookes

February 27, 2006

Desperately seeking ROI

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today's marketer. Much is riding on the proper evaluation and measurement of the efficacy, performance, cost, and impact of...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Author: William Siegel

June 23, 2005

Online panels require expertise and knowledge far beyond the traditional market research skill set

This paper details how online panels require input from many disciplines outside normal market research practice and, most interestingly, involves what, to many, is the antithesis of market research, namely direct marketing.The paper solely refers to...

Catalogue: ESOMAR Panel Research Conference 2005

Authors: Alexander Braun, Chris Whittle

April 17, 2005

Creativity on tap

Organisations that lack creativity will fail. Traditionally new product ideas have come from many sources both within an organisation, e.g. management brainstorming, or from outside the organisation through traditional marketing research techniques...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Clive Nancarrow, Jenny Clark, Lex Higgins, Martin Oxley

Company: KANTAR TNS Malaysia

February 27, 2005

Marketing science and market research

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making.The fact that there is a great deal of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Peter S.H. Leeflang

October 10, 2004

Cross media optimization

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limitations inherent in traditional approaches to...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Author: Rex Briggs

June 16, 2004

IMC evolution

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management fad'.This paper provides evidence of an increased...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Authors: Lynne Eagle, Philip Kitchen

June 16, 2004

Low response and purchase rates in the automotive industry

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Johannes Ruhland, Wendy Gersten

March 1, 2004