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Closing Keynote: Humberto Polar

Humberto Polar Partner/Chief Creative Officer at The Juju, Mexico

Catalogue: Latin America 2023
Author:
April 25, 2023

Research papers

Reliability and predictive validity in consumer neuroscience

Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these...

Catalogue: Congress 2015: Revelations
Author: Michael E. Smith
Company: Nielsen
October 1, 2015

Videos

Reliability and predictive validity in consumer neuroscience

Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these...

Catalogue: Congress 2015: Revelations
Author: Michael E. Smith
Company: Nielsen
June 15, 2015

Videos

Shedding the chastity belt

India has been a latecomer to the sexual revolution. It is only now that society and brands are having to acknowledge and respond to the Indian woman's demand for sexual equality and everything that comes with it. This paper discusses implications...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Farah Bashir, Karan Kumar, Poonam V. Kumar
Company: KANTAR TNS Malaysia
June 15, 2015

Videos

'Power of laughter'

This presentation will demonstrate inspiration in the following ways:-inspiring innovation in the measurement of actual audience reaction to content-new insights to inspire and inform the creation of visual content and the scheduling of advertising...

Catalogue: Congress 2014: What Inspires?
Authors: Christian Kurz, Jo McIlvenna, James Guerrier, Julia Lamaison
Company: GfK
June 15, 2014

Videos

Is research to creativity like a pin to a balloon?

In theory, there should be a virtuous circle of research, creativity, and advertisement.Solid understanding of consumer motivation and reaction should yield communications that are engaging. Engaging communications generally yield higher ROI for...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Leonardo O'Grady, Joe Wheller, Charles Wigley
Company: Cimigo
June 15, 2014

Videos

Driving a responsible behaviour. Illusion or reality?

Whilst illustrating cross-cultural medley this presentation is also an example of how the combined use of traditional and non-traditional research techniques allows for richer insight on a non-conventional topic: Responsible Drinking Messages (RDMs)...

Catalogue: CEE Research Forum 2014: East Connection
Author: Yvan Goupil
June 15, 2013

Videos

Targeting ethnic minorities

In recent decades, our societies have grown more diverse and multicultural. Reaching minority consumers has emerged as a priority for marketing, and specific targeting strategies have appeared. For instance, advertisers often attempt to approach...

Catalogue: Congress 2013: Think Big
Author: Anne-Sophie Lenoir
June 15, 2013

Research papers

Break through the one-way mirror

A new way to co-create concepts with consumers, making use of Internet ads, is explored in this paper. A wide variety of connectors (first part of verbal concepts) is screened by utilizing Google and Facebook ads. The tool also facilitates research...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Dirk Lorré, Benoit Gaillard
November 13, 2011