Resources Library by ANA

A theoretical and empirical study of product placement quality

Based on expert, domain knowledge and experience, academic advice and guidance, as well as an extensive meta-analysis of existing advertising, awareness, involvement, and perception studies, iTVX, in collaboration with OTX Research of California...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Raymond C. Petit, Frank Zazza

June 21, 2005

Fabric conditioner fragrance optimisation for the Australian market

This paper is a case study involving a client with a successfully performing brand of fabric conditioner who has acquired another brand in the Australian market. The business strategy was to relaunch both brands with revised fragrance ranges that...

Catalogue: ESOMAR Fragrance Research Conference 2005

Author: Sarah Hyland

Company: Colmar Brunton

May 15, 2005

The role of fragrance in the brand personality of consumer products

This paper explores the role of fragrance in defining a brand's personality at the point of purchase relative to its packaging. Louis Cheskin's concept of Sensation Transference provides the basis for this exploratory research.Results contained...

Catalogue: ESOMAR Fragrance Research Conference 2005

Authors: Maryana Kaplan, Kendra Zarrilli

Company: Q Research Solutions, Inc.

May 15, 2005

Identifying the drivers of use intention for brands

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver for brands while differentiation plays an...

Catalogue: Asia Pacific 2005

Authors: Shigeo Okazaki, Sean Corcoran, Satoru Sato

March 13, 2005

Modeling the power of "word of mouse"

A new approach to modeling the impact of bad corporate news spread through the internet is presented in this paper.Complexity Science concepts are used to simulate how a firm can respond to the spread emails which may damage corporate reputation....

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Bruce Grey Tedesco, Pat Kidd

June 14, 2004

Homo automobilus- An endangered species!

Traditionally, 'homo automobilus' was concerned mainly with dynamic performance as well as design of the vehicle. Now there is a new consumer with expectations concerning environment, security and corporate citizenship.Communicating with the new...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Solange Montillaud-Joyel, Martina Otto

March 1, 2004

How corporate reputation measurement can be a part of every CEO's KPIs

This paper focuses on an integrated and holistic approach to reputation measurement within the National Australia Bank (NAB) - one of Australia's largest commercial banks. This approach has incorporated a number of key studies to deliver...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: John Marinopoulos, Wesley Hill

September 14, 2003

Creating a new corporate culture for sustainable growth and high performance

Corporate reputation has become an important component of today's business literature. Numerous academic studies and interest in coverage increase regularly. Parallel to this increasing emphasis, a significant opportunity is open to several actors....

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Emre Erdogan, Selim Oktar, Tahsin Saltik

September 14, 2003

Horse and carriage, moonlight and roses, sun and surf?

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK .This ad campaign promoted a Golden Jubilee competition run by Surf. The issue being addressed was the extent to...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print

Authors: Peter Cooper, Neil Sharman, John S. Pawle

Company: QRi Consulting Ltd.

June 19, 2003