Resources Library by ANA

Sonic semiotics

Semiotic analyses have generally privileged visual over aural signs.This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and advertising. Music pushes powerful emotional buttons...

Catalogue: Congress 2006: Foresight

Authors: Alex Gordon, Chris Arning

Company: Flamingo

September 17, 2006

Connecting with consumers

The dreaded 'f' word (fragmentation) and pressures on budgets are the only two irrefutable facts in today's uncertain world of marketing. This isn't news but there is a greater need than ever to clearly establish priorities of marketing investment....

Catalogue: Worldwide Multi Media Measurement 2006

Authors: Neerja Wable, Shivkumar Moulee

Company: KANTAR TNS Malaysia

June 4, 2006

Media consumption and consumer purchasing

The focus of this paper is to extend the BIGresearch Media Consumption model, connecting three key components: experiential time, simultaneous media usage and media influence on purchase decision.The outcome is a media planning model demonstrating...

Catalogue: Worldwide Multi Media Measurement 2006

Authors: Don E. Schultz, Joseph J. Pilotta, Martin P. Block

June 4, 2006

The influence of flavour on consumer liking and perceptions of breath mint benefits in China

This presentation assesses consumer motivation in breath mint purchases, based on a case study conducted in China.The study enabled understanding of the size of the different consumer segments and which benefits and flavours had most appeal. In...

Catalogue: Asia Pacific 2006

Author: Karen Stanton

Company: Colmar Brunton

March 19, 2006

Maintaining the brand DNA

This paper reviews the general preferences of Chinese car consumers. Using an upper-medium car pre-launch as a case study, this paper examines upper-medium car segment consumers' local tastes, helping car manufacturers to make informed judgments...

Catalogue: Automotive 2006

Author: Mingzhu Qi

Company: KANTAR TNS Malaysia

February 27, 2006

The quest for the ultimate touchpoint

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices.This paper discusses an approach to the corridor strategy problem...

Catalogue: Automotive 2006

Authors: Trevor Richards, Larry Friedman

Company: KANTAR TNS Malaysia

February 27, 2006

Applications of motivation research in technology markets

Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences.While purchase decisions for high-end business products are typically team decisions, and the dynamics of the...

Catalogue: Qualitative 2005

Authors: Bernadette DeLamar, Carol K. Galvin, Stacey Novack, Steven Halling

Company: IBM Corporation

November 13, 2005

Dealing with commercial avoidance

The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of the commercial, i.e. novelty or humor, vs. the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Patricio Moyano, Rodrigo Berrios

Company: IBOPE Inteligencia

June 23, 2005

Product integration: The gold behind the American Music Awards

ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.The research compares brand and program metrics for the product...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Beth Uyenco, Rachel Mueller-Lust

Company: OMD Group

June 21, 2005