Resources Library by ANA

Cross-media measurement

The Dove Nutrium Bar cross-media case study represents a breakthrough. It is the beginning of the answer of where online fits into the marketing mix. In answering this question, it applied a combination of best practice research techniques. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Author: Rex Briggs

June 12, 2002

Who's watching my ADS?

This paper looks at the results of a study on quality of viewing (in terms of level of attention to program), and how this data can be used to improve the efficiency of real world media planning.

Catalogue: ESOMAR/ARF WAM Conference 2002: Television

Authors: Brian Rock, Robert Chard

June 9, 2002

Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Sungmi Chung, Mike Sherman

Company: McKinsey & Company

March 17, 2002

The public health impact of direct-to-consumer advertising in the United States

While the United States has pioneered the use of direct-to-consumer advertising (DTCA) of prescription drugs, this topic is being discussed and considered by policymakers in Europe and many other countries.These countries are looking at the United...

Catalogue: ESOMAR Global Healthcare 2002

Authors: Humphrey Taylor, Katherine Binns

Company: Harris Interactive (Europe)

February 17, 2002

Lessons from consumer marketing

The author of this paper covers some of the requirements for producing great consumer advertising and assesses some of the implications for pharmaceutical marketing. The scope is the strategy behind great advertising. Excellent implementation is...

Catalogue: ESOMAR Global Healthcare 2002

Author: Sharon Spiers

February 17, 2002

Why DTC advertising has failed in the United States and how it can succeed

Since restrictions on direct-to-consumer (DTC) advertising were loosened in 1997, spending on DTC advertising in the United States has quadrupled. Now the European Union may soon begin testing DTC advertising, but not much consumer research on DTC...

Catalogue: ESOMAR Global Healthcare 2002

Authors: Michelle Castillo, Renee Hopkins

Company: Decision Analyst, Inc.

February 17, 2002

What is webness?

This paper develops semiotic models of the way website communications have appropriated and changed conventional forms of marketing messages. In this sense it offers semiotic analysis as a new (not yet mainstream) technique for assessing web...

Catalogue: ESOMAR Net Effects 5 2002

Author: Virginia Valentine

February 3, 2002

That's where ads are at

An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and unbiased access to people's unconsciously held...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Olaf Hofmann, Christian Stamov Ronagel

Company: SKOPOS

February 3, 2002

Continuous usability testing for the new Audi website

Website usability is an increasingly important area of expertise for the Internet economy. Making websites easy to use raises acceptance among users and creates higher rewards for e-commerce sites. This presentation is an introduction into the field...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Grit Schönfeld, Tim Bosenick

February 3, 2002