Resources Library by ANA

Gay subculture

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.It presents a significant opportunity to marketers to enter a new segment in itself, quite apart...

Catalogue: Global Diversity 2006

Author: Cliff van Wyk

May 8, 2006

The case for holistic touch-point management

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communications effect.It describes an integrated brand value chain management model; a practical means to isolate the route by which economic brand value is...

Catalogue: Brandmatters 2006

Author: Simon Cole

February 8, 2006

Towards the evolutions and revolutions in future research

This paper proposes a social networking and Action Research approach to futures research in a time of transformative paradigmatic change. It is the underlying thesis of this paper that this situation calls for hybridization of methods from different...

Catalogue: Brandmatters 2006

Authors: Marco Bevolo, Nick Price

Company: Philips International

February 8, 2006

Effective and confident communication in crisis situations

This paper reports the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief.The study comprised responses to...

Catalogue: Global Healthcare 2006

Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Daniel Moskowitz

February 6, 2006

Patient insights

In a survey among 500 chronically ill patients in Germany, three heterogeneous clusters could be identified: the actively informed; the uninformed disciples; the critical deciders.The three clusters significantly differ with regard to their coping...

Catalogue: Global Healthcare 2006

Authors: Joachim Scholz-Ligma, Nicole Weber

Company: Produkt + Markt GmbH & Co. KG

February 6, 2006

Going for gold

This presentation evaluates how communication - both pro-active, controlled media, uncontrolled publicity and word of mouth - impacted on London backing the bid to host the 2012 Olympic Games.

Catalogue: Consumer Insights 2005

Authors: Claire Spencer, Mike Lee

November 15, 2005

The real usage of neuro linguistic programming

While the use of NLP (Neuro Linguistic Programming) in research has been spoken about often, it has not been fully examined as a practical tool for decoding marketing problems and respondent responses to questions.NLP has substantially more to offer...

Catalogue: Consumer Insights 2005

Author: Neil McPhee

November 15, 2005

True lies

This paper examines the role of video in research, whether as 'data' or an enlightened 'communications tool'. It looks at how video footage can be shaped in the editing suite, and addresses how we might justify the use of more highly interpretative...

Catalogue: Qualitative 2005

Authors: Lisa King, Penny Roy

November 13, 2005

Generating reliable insights for communication development

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The...

Catalogue: Latin America 2005

Authors: Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas, Pablo Gonzalez Vicente

October 23, 2005