Resources Library by ANA

The 2006 FIFA World Cup case

This presentation describes a one-year project that was carried out to understand the effectiveness of the adidas 360 marketing and communication strategy developed in France before, during, and after the 2006 Fifa world cup.More specifically, it...

Catalogue: Congress 2007: Excellence

Authors: Olivier Heck, Laurent Florès, Guillaume Weill

September 19, 2007

TROI

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new...

Catalogue: WM3 2007

Authors: Fiona Blades, Kathryn Parsons

Companies: Ogilvy, MESH Experience

June 3, 2007

Touchpoint tracking

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints.For the first time marketers can see the impact on their brand of word of mouth, product usage or ambient activity...

Catalogue: Congress 2006: Foresight

Author: Fiona Blades

Company: MESH Experience

September 17, 2006

Demystifying China

China's huge size and population raises interesting questions as to how marketers can best approach the entry of their brands and products into this consumer frontier.The presentation seeks to demystify China for marketers by providing a life value...

Catalogue: Consumer Insights 2005

Authors: Duncan Falzon, Sanjeev Bhatt

Company: KANTAR TNS Malaysia

November 15, 2005

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

Measuring radio's real ROI

This 'real world' study was conducted in the United States for the Radio Ad Effectiveness Lab by Millward Brown and Information Resources, Inc. (IRI), and it examined four pairs of radio and television campaigns in a range of product categories over...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Mary Bennett, James D. Peacock

June 21, 2005

Users attitudes toward return on marketing research

This paper describes the following: a short introduction of Japan's marketing research industry; future needs for marketing information among research users in Japanese leading companies; research users' attitudes toward marketing research and...

Catalogue: Asia Pacific 2005

Author: Kazuo Kobayashi

March 13, 2005

A better practice approach for developing advertising

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising.By applying research and knowledge early on and at various stages of the advertising development and airing process, the Trident...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Gonzalo Perez-Duarte, Raúl Tena

October 24, 2004

The ROI imperative

There are no 'silver bullets' in ROI measurement. ROI success and increased client value are most consistently the products of focused client engagement in the ROI process than application of any specific ROI tools or methods.New findings from 135...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Bart Moore, Dee Allsop

September 19, 2004