Resources Library by ANA

Word of mouth and media (German)

This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Berend H. Feddersen

June 15, 1961

Evolution of beauty: Dove case study

In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer...

Catalogue: Congress 2007: Excellence

Authors: Niels Schillewaert, Steven van Belleghem, Severine Distave, Tom De Ruyck

Companies: InSites Consulting, Unilever

September 19, 2007

Car talk

Word of mouth is the hot topic in marketing these days. As reported by BrandWeek.com, spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has...

Catalogue: Automotive 2008

Author: David G. Bakken

Company: Harris Interactive (Europe)

March 3, 2008

Brand semantic clustering

Brand Semantic Clustering suggests innovation, comprehensive, spontaneous, perennial and economic outlook on market research. It provides insights concerning brands based on the semantic clustering of spontaneous data on the main social networks. It...

Catalogue: Latin America 2017: #IN

Author: Laura Kroeff

June 15, 2017

Brand semantic clustering

Brand Semantic Clustering suggests innovation, comprehensive, spontaneous, perennial and economic outlook on market research. It provides insights concerning brands based on the semantic clustering of spontaneous data on the main social networks. It...

Catalogue: Latin America 2017: #IN

Authors: Laura Kroeff, Gabriel Milanez, Bianca Dallegrave, Rebeca Sainati, João Gabriel Cauduro

June 15, 2017

Integrating word of mouth into consumer centric measurement

This paper addresses the incorporation of Word of Mouth (WOM) measurement into the TouchPoints multi-media database. It allows investigation of the most effective means of reaching groups to effectively schedule paid and owned media to drive earned...

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator

Authors: Lynne Robinson, Ed Keller

October 21, 2010

A new approach for measuring 'buzz'

With the growth of the internet, a new dimension was added to Word of mouth, namely word of mouse. This paper introduces a new model that can serve as a framework for marketers, advertisers and market researchers for better understanding online word...

Catalogue: WM3 2007

Authors: Dennis Claus, Steven van Belleghem, Christophe Vergult, Niels Schillewaert

Company: InSites Consulting

June 3, 2007

A-Ha

The ideas outlined in this paper will seek to improve the profitability, profile and value of market research agencies across Asia.The paper shows how the creation and management of online communities can move market research from being a cost centre...

Catalogue: Asia Pacific 2009: Competing On A World Stage

Author: Peter Harris

Company: Colmar Brunton

April 7, 2009

How cars really get bought

This presentation is based on a study designed to follow people as they made an important purchase decision - their next new car. The presenters found very different approaches and behaviours, and were able to track the real effect of ads (greater),...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Neel Desor, Robert Ellis

Company: COG Research Ltd.

September 13, 2012