Resources Library by ANA

Where East meets West

One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials. The results...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: Jon D. Morris, Fei-Wen Pai

June 15, 1997

The forgotten characteristic of print advertising

It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertisements were tested among readers of women’s...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Vivian Beck

June 15, 1997

Perceptual maps of sensory analysis and consumer reactions

A Perceptual Map of quantitative fragrance profiles can provide the perfumer with a “snapshot” of the current olfactive market. To provide the perfumer with a stable platform to work with, the core to this approach is Quantitative Fragrance...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: David W. Ingersoll

Company: Givaudan

December 1, 1996

High definition method

Given the cultural level of respondents is very different and this has a major influence especially when we ask consumers to describe their feelings, expectations, and with the help of other experiences in the field of segmentation by ARCHETYPES -...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Bruno Maresti

Company: Marpool S.r.l.

September 1, 1992

The use of non-verbal techniques in multi-country research

As respondents often have difficulty communicating the strength of their feelings, verbal altitudinal response can be a poor predictor of consumer behaviour. However, when physiological data is added to measure the intensity of TRUE feelings an...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Authors: Liz Dewson, Hervé Gremont

Company: KANTAR TNS Malaysia

June 15, 1991

Brand building

This paper aims to demonstrate that the retailer as a brand is more than just the sum of a number of disparate parts and that it has a role to play in shaping the retailers’ strategy not just impacting upon it. When a retailer has a strong brand...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Author: Colleen Ryan

June 15, 1989

How children use television advertising and how we can learn to communicate more effectively with them

The paper describes a small-scale exploratory study among school-children, supplemented by preparatory desk research, and by interviews with a variety of adult professionals working in the broad field of child communications. The overall objective...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Authors: Emer Rodnight, David Williams

Company: Ogilvy

June 15, 1984

Qualitative research on animatics for Oxo advertising

The 'Only Oxo Does It' campaign has run on TV sinceFebruary 1978.Although. this current campaign appears to beperforming well, there is obviously a need forlonger-term development in order to refresh theOxo proposition. As far as the TV campaign...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 1, 1979

Advertisement post tests in magazines

This paper describes the methods of measuring the effectivity of ads in print media after their insertion, in the competitive environment . The traditional methods for measuring physical contacts are recognition and recall. A discussion of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Eva Maria Hess

Company: Media Markt Analysen GmbH & Co. KG

March 1, 1976