Resources Library by ANA

All you need is love

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.However, recent studies show that emotions and feelings are much more important.These...

Catalogue: Latin America 2006

Authors: Michael F. Cramphorn, Georgia Phillips, Ilan Lechter

Company: Add+Impact International

October 25, 2006

Engagement of the future

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement that will result from advertising and...

Catalogue: Latin America 2006

Authors: Robert Passikoff, Charlene Weisler, Pamela J. Batalis

Company: Brand Keys, Inc.

October 20, 2006

Merde a vous

This paper deals with the challenging task of communicating across different cultures. It's intended to shed some light onto the intricate values of Latin American cultures and identify those that are shared by most as well as those that keep...

Catalogue: Latin America 2006

Authors: Roberto Lobl, Luisa Fernanda Streber

Company: IBOPE Inteligencia

October 10, 2006

New frontiers for neuroscience

Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound by looking pictures, etc. The objective of this...

Catalogue: Qualitative 2006

Author: Luigi Toiati

Company: Focus S.r.L.

October 8, 2006

Motivations to join

In a world where marketing messages are ubiquitous and consumers try to shield themselves from message proliferation by subscribing to do not call lists and using spam blockers, what hope do researchers have to meet the high sampling standards upon...

Catalogue: Panel Research 2006

Authors: Howard R. Moskowitz, Alex Gofman, Leyla Namiranian

Company: Decision Analyst, Inc.

October 8, 2006

Revue Française du Marketing (Octobre 2006)

Depuis cinq ans, les thématiques relatives au e-marketing suscitent un engouementmanifeste tant dans la communauté académique que dans le monde desentreprises. Quatre contributions viennent alimenter le contenu de la présente...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

October 1, 2006

Stock market activity

This paper shows how methods traditionally used by market researchers have potential application to understand and predict stated future shareholder behavior in the stock market. The market researcher makes two distinct contributions to this new...

Catalogue: Congress 2006: Foresight

Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Don Lowry

Company: Moskowitz Jacobs Inc.

September 17, 2006

Snakes and ladders marketing

The paper introduces the concept of Snakes and Ladders marketing, the new way of viewing decision-making that replaces the old model of the purchase funnel.We move from a rationalised world to one where emotions, impulses and great communications...

Catalogue: Congress 2006: Foresight

Author: Stephen Phillips

September 17, 2006

Axe 'click'

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation. A multi-layered approach comprising desk-research, expert interviews and consumer groups validated...

Catalogue: Congress 2006: Foresight

Authors: Andy Bloor, Alistair Millar, Jem Fawcus

Company: Firefish

September 17, 2006