Resources Library by ANA

Different customer strategies to face the powers of banks (Spanish)

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

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

Author: Vera Aldrighi

June 15, 1999

Socioeconomic characteristics of the radio audience in the United States

Historically the radio ratings in the United States have described audiences by age and sex. In the fall of 1998 Arbitron began collecting information on household income education and presence of children from all respondents. This socioeconomic...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Author: David Lapovsky

Company: Nielsen

June 15, 1999

The young audience as a future reserve market for newspapers

This paper investigates the real purpose of newspapers in Brazil and whether the medium will bear the same import in the near future with its ongoing format. The main focus of this study is youth aged 14 to 19 years as it is the segment to which new...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Ana Lucia Fugulin Ache, Maria de Fatima Atsuko, Rose Mary Ikeda

June 15, 1999

Life times in Latin America (Spanish)

This paper describes a new segmentation methodology based on socio- cultural variables which combined with socio-demographic variables tell of a new reality - vital stages that in the past respected a certain temporal sequence but which today are...

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

Authors: Mónica S. Markwald, Maria Medio

Companies: RISC International (Europe) SA, Markwald La Madrid & Asociados

June 15, 1999

Psychographic targets after an economic crisis

Traditionally, media research by TV networks in Mexico analyzed the the audience by either demographic or geographic segmentation. In 1994, the Mexican peso suffered from a huge devaluation, which affected life style and aspirations of the audience,...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Idalia Cruz Garza

October 20, 1998

Researching the process of change

The paper sets out the broad processes involved in globalisation, especially in the communications and media domains. While there are global changes happening, there remain massive disparities in uptake and availability between markets. Equally,...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Authors: Michael Svennevig, Robin Brown, Matt Houltham, Robert Towler, Julie Firmstone

October 20, 1998

Evolution, not revolution

Digital delivery of TV and other digitally-delivered services is about to begin in the United Kingdom. Data gathered by the futura.com panel which was set up in 1996 indicate that consumer interest and potential uptake may be less rapid than...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Michael Svennevig

June 15, 1998

Benefit segmentation

This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative...

Catalogue: International Automotive Marketing Conference 1998

Author: N. S. Muthukumaran

June 15, 1998

From 'gizmo geeks' to 'toy freaks'

This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level. It uses Geert Hofstede’s cultural dimensions to understand consumer mindsets and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: Dipen Mehta

June 15, 1998