Resources Library by ANA

Myths and realities of the global young consumer

This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: David Thomson, Graham Woodham

October 22, 1997

Brazilian teenagers go global

This paper pictures the first generation of young global consumers in Brazil and the common traits they present with their counterparts in other countries, sharing the same basic set of values and being attracted by the same international brands....

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jaime Troiano

June 15, 1997

Investigating teens

The paper describes a new methodology for investigation of the teen public that constitutes an alternative capable of supplementing conventional data collection procedures. The new methodology was dubbed Photo-Show and the results obtained -...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Oriana Monarca White

May 1, 1997

What turns them on and what turns them off

Traditional marketing has long recognized the important role of market research. Perhaps the one area where the marketer and the market researcher might actually agree to disagree is the. extent to which gut feel and experience are considered as...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Chris Robinson

November 1, 1996

Are you talking to me?

In the rapidly growing markets of Asia, new products, brands and services will increasingly compete for consumer attention. As marketers move towards building global brands, the need for market data which are actionable and provide real insight into...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Martine Thiesse, Finola Gowers

November 1, 1996

China's generation III

Marketers who are establishing operations in China have only recently begun to understand the Chinese consumer. Though it has become easier to conduct marketing research, there are not many cases where the marketer decides on a marketing strategy...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Masaru Ariga, Mariko Yasue, Gu Xiang Wen

Company: Dentsu Macromill Insight

November 1, 1996

Coca-cola, Levi's, Adidas... Co-educators of our children

If young people today are completely different from their counterparts of twenty years ago, the same may be said of traditional educational structures entrusted with their upbringing (parents, teachers, society in general, etc.). In many European...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Joël-Yves le Bigot

June 15, 1996

Who is in bed with Madonna?

Conventional research methods tend to lack efficiency as they do not take into consideration the specific quality of moving images: their sequentiality, and the resulting sequence of perception. Therefore it seems futile to further develop aspects of...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Michael Altrogge, Eva Schabedoth

December 1, 1995

Measuring a difficult group

In any measurement system, there may be some groups that are more difficult to measure, or are perceived as more difficult to measure than others. In August of 1992, Nielsen started a program to address concerns about the accuracy of measurement of...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Rachel Mueller-Lust

Company: Nielsen

May 1, 1994