Resources Library by ANA

The 2006 FIFA World Cup case

This presentation describes a one-year project that was carried out to understand the effectiveness of the adidas 360 marketing and communication strategy developed in France before, during, and after the 2006 Fifa world cup.More specifically, it...

Catalogue: Congress 2007: Excellence

Authors: Olivier Heck, Laurent Florès, Guillaume Weill

September 19, 2007

Can consumers cope?

This paper suggests new ways in increasing campaign effectiveness and lifting the commercial pressure on consumers. Consumers are bombarded with commercial messages and avoid them by zipping, zapping or simply turning away.Airing more ads takes TV...

Catalogue: Worldwide Multi Media Measurement 2006

Author: Arie K. den Boon

June 4, 2006

Online = research Nirvana?

Whilst online panels can bring significant benefits to research in terms of time, cost, access to complex target groups and the flexibility to use multimedia (amongst others), there is a need to ensure that a number of operational elements are...

Catalogue: ESOMAR Panel Research Conference 2005

Authors: Chris Stevens, Tara Jethwani, Delphine Renaud

Company: Kantar

April 17, 2005

Assessing the effectiveness of social marketing

In the last ten years there has been considerable spend on Social Marketing. There is no systematic way of proving the effectiveness of Social Marketing.This paper considers how the effectiveness of Social Marketing should be assessed, the extent to...

Catalogue: ESOMAR Public Sector Social Research 2004

Author: Jude Varcoe

Company: KANTAR TNS Malaysia

May 9, 2004

Building the matrix

This paper provides a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation. Researchers were able to blend...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Bernadette DeLamar, Carol K. Galvin, Luis H. Rodriguez

Company: IBM Corporation

September 14, 2003

Learning more about planning for marketing efficiency

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions. The paper outlines a proposal which...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Author: Alan Smith

June 18, 2003

West meets East

The paper describes key Japanese cultural aspects and the impact these may have when conducting focus group and one-to-one research methodologies. Many Western marketers (and Japanese, too) maintain a strong stereotype that you can't do that in...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Debbie Howard, Yumiko Nishigawa, Sue Pierssene

October 28, 2001

Survival of the focused

This paper briefly describes why the Internet is important to marketers. It then discusses the need for effective research to create effective online relationships between companies and their customers. Following this it looks at the different stages...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Alex Johnston

September 1, 1999

Plenty of data, but are we doing enough to fill the information gap?

The purpose of this paper is to determine the current role and perceived effectiveness of market research in the context of corporate decision making and brand development; understand more about the reasons for these frustrations with the market...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Stephen Bairfelt, Fiona Spurgeon

September 1, 1998