Resources Library by ANA

Mobile= location= effect

This paper reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four...

Catalogue: Congress 2011: Impact

Authors: Marnix van Gisbergen, Arief E. Hühn, Paul E. Ketelaar, Vassilis-Javed Khan, Koos Nuijten

September 18, 2011

Measuring the brand impact of search

This paper describes research undertaken to answer the questions 'What is the branding effect of search advertising and how does it compare with other media?' It is based on the measurement of the impact of search as part of a specific brand's...

Catalogue: WM3 2009: Change Is In The Air...

Authors: Jonny Protheroe, Mark Greenstreet

Company: Dentsu Macromill Insight

May 7, 2009

Intimate and intimidating

Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and...

Catalogue: Qualitative 2008: Consumer Choice

Authors: Sebastian Buggert, Kirsten Juchem, Jens Lönneker

Company: Rheingold GmbH & Co. KG

November 20, 2008

Pushing the envelope

A major stress point for media researchers today is the inadequacy of established approaches in generating insights for the planning and buying of new and emerging ad media. On one hand we are constantly pushed towards sample-based, quantitative...

Catalogue: Congress 2008: Frontiers

Author: Beth Uyenco

Company: Microsoft

September 26, 2008

Where do you really watch when you are seeing?

This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television. As such, the paper is based on a...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Mike Hess, Karina Besprosvan

Company: integral, OmnicomMediaGroup

June 1, 2008

Quality insights to solve a luxury problem

Luxury brands rely on carefully planned and executed marketing activity to appeal to the emotions and cultivate an image of exclusivity, but as their customers increasingly spend time with digital media, they must wrestle with decisions about whether...

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Beth Uyenco, Alex Charlton, Olivier Goulet

Companies: Microsoft, Wavemaker

June 1, 2008

Brazil breaks barriers

This presentation describes the idiosyncrasies in Brazil and the focus group initiative that has been launched by the IBM Brazil marketing team to engage sellers to obtain feedback and educate them on the company's new advertising campaign to be...

Catalogue: Latin America 2008

Authors: Tim Bohling, Jussara Unis

Company: IBM Corporation

May 13, 2008

Neurosemiotics

Recently neuroscience began to study the effect of brands and all that is involved with them through different structures and systems of our organism. neuroscience tries to understand what happens physically when we relate with a product, a logo or...

Catalogue: Latin America 2008

Authors: Carlos de Leon, Gabriela de la Riva, Oscar Cue, Rocio Ordonana, Alice Garreti, Monica Moctezuma, Mariana Ramirez-Degollado

Company: De La Riva Group

May 13, 2008

Greenhousing with caring consumers

Developing innovative products and creating different ideas has never been a problem for Unilever. The company spent years and years investing in internal techniques and processes to ensure the development of innovative products for the marketplace....

Catalogue: Qualitative 2006

Authors: Karina Meyer, Rony Rodrigues

Companies: Unilever, Box1824

October 8, 2006