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Research papers
The emotional drivers of advertising success
This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies.It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of...
Catalogue: Congress 2005: Making A Difference
Author: Graham Page
Company: KANTAR TNS Malaysia
September 21, 2005
Research papers
Evaluating advertising campaigns
Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...
Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Marc Vincent, José-Maria Riera Vidal
Company: Nestlé
June 15, 1981
Research papers
The map is not the territory
Neuro-Linguistic Programming is a phrase that can be very off-putting, yet it sums up three very simple ideas that form the core of the insights and discoveries Grinder and Handler made. The 'Neuro' part of NLP recognises the fact that all human...
Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: Wendy Gordon
June 15, 1990
Research papers
Should advertising strategies for international brands be global or multinational?
Phase II is an extension of this study, providing further insight to the issue of global v. multinational strategies, via new quantitative and qualitative data, plus case histories, gathered in countries that have been newly added to the...
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Peter Klein
Company: MSW_ARS Research
June 15, 1992
Research papers
Brands
We have a problem: Due to the shortening average lives of products and the fast growing variety of products in the marketplace, the cash flow from an increasing number of (manufacturer-owned), branded products is no longer able to either cover their...
Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Martin van Mesdag
June 15, 1992
Research papers
Brands: The missing link
This paper starts by discussing the nature of brands. Brands appear to have human-like characteristics. This is now reasonably well-known and accepted by professionals, and the authors briefly refer to earlier work adapting and applying concepts...
Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Wendy Gordon, Christine Restall
June 15, 1992
Research papers
Validity of consumer predicting variables used in marketing research (Spanish)
This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been...
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jose Luis Leon, Elena Olabarri
September 1, 1992
Research papers
