Resources Library by ANA

Effectiveness of television advertising exposure for packaged goods brands

This paper presents the authors’ latest experience with their X-10-D model, a rate of change model. The authors find that what was initially a retrospective monitoring and testing tool is now primarily being used for ongoing measurement of the...

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

Authors: James F. Donius, Michael von Gonten

June 15, 1998

Laddering

The study aims to demonstrate, first, the importance of a data assembly and analysis technique called “laddering” to the detection of subjective values associated to a product, brand or packaging; and secondly, from experience with the use...

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

Author: Ana Helena Meirelles Reis

June 15, 1997

The interactive concept test

This paper describes a new method for investigating consumer preferences for product design, the Interactive Concept Test. In this test, respondents specify their own, preferred design by interactively adjusting the attribute levels of a randomly...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Mia Stokmans, Gerard Loosschilder

September 1, 1996

The Libresse/Nana case 1990-1993

This paper describes the strategic marketing issues facing SCA- Molnlycke's feminine hygiene business in Europe during the first years of the 1990s, a period which meant dramatic changes to the category. The aim was to create one strong Eurobrand, a...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Ola Gejervall, Mats Persson

June 15, 1996

A car is like a box of frosted flakes

Ehrenberg and Jones argue convincingly that advertising effects are weak, yet the Jones single-source analysis finds a single exposure can strongly influence which brand is purchased. This seeming conflict is resolved by "recency," the idea that...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Author: Erwin Ephron

June 15, 1996

The readers view

Optimizing the layout of front pages becomes more and more important for daily newsstand papers in order to catch the buyers attention. Therefore a technique had to be developed, whose intended aim was to work out indications of the readers...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Martin Vogelmann

Company: CZAIA Marktforschung GmbH

November 1, 1995

Day-in-the-life-visits

Many information technology companies use marketing research as a reality check during product design and testing: research is used to evaluate the products, ascertain user/customer judgments, and the viability of user/customer interfaces....

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Deborah Mrazek, Norman Dyer, Susan Dray

September 1, 1995

The meaning of colour on packaging

In this paper, first the relevance of packaging and its colour is discussed. Though this subject has been a research topic before, a methodology for researching this subject systematically and thoroughly, which is moreover based on theoretical...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Jetty M. M. Plasschaert, Marlies Wilms

Company: PQR-Research

September 1, 1995

Marketing in a changing society

Changes in marketing environments have, in many cases, rendered traditional company-to-consumer marketing and communications strategies insufficient, as the need to target, communicate, and address the needs of different constituencies has increased....

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Michael Cohen, Jennifer Scott

September 1, 1995