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Research papers

How facial coding helps to optimize communication

Developing successful communication is becoming more and more difficult every day, particularly because people are exposed to an exponential number of stimuli, which makes them block out everything they do not consider relevant for their survival...

Catalogue: Latin America 2019
Authors: Massimo Sarcina, Esperanza Vallejo, Catalina Bonnet, Joaquin Tapia
Company: Kantar
April 7, 2019

Research papers

Keeping track of the users

This paper aims to provide insight into the role and value of Web advertising and media planning. Three criteria are seen as playing a role in the media planning process: quantitative reach, qualitative reach, and costs. A literature review shows...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Anita Elberse, Edith Smit
October 20, 1998

Research papers

How to advertise effectively to children and youth?

The youth market is a complex market with many divisions, many apparent contradictions and many ambiguities. It is also a rapidly changing market but high-tech state of the art products coexist alongside very traditional products. A parallel can be...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Glen Smith
October 22, 1997

Research papers

Quality, so what?

Relationship with a medium, in the sense of usage of and attitude towards a medium, is underestimated in media-planning. Reading intensity seems to be a good indicator for page exposure, so for the opportunity to see an advertisement. Satisfaction...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Piet L. C. Nelissen, Jolanda van Kesteren
November 11, 1996

Research papers

To see or not to see

The outdoor medium will soon be the only mass reach broadcast medium. Until recently we have had very little data with which to compare the quality of one site against another or to understand how different types of contacts work both against...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Kate Lynch
November 11, 1996

Research papers

A consumer-oriented approach to the marketing of food products

There is a growing recognition that successful marketing of food products should take the consumer, the ultimate judge in the market, as point of departure. This will allow producers to add value to their products while consumer needs will be more...

Catalogue: Seminar 1996: European Agri-Business Under Pressure
Authors: Anke Audenaert, Jan-Benedict Steenkamp
February 1, 1996

Research papers

Research as a tool for achieving advertising that works

This paper attempts to show the role research is capable of playing in the process of advertising development - once the brand proposition and positioning have been firmed up. It presents a basic model for research in the advertising development...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: D. Kashyap, John S. Pawle
Company: Unilever
January 1, 1994

Research papers

Communicating in Latin America

Latin American countries have in common their cultural background, characterized by the strong influence of the European immigrants upon the local pre-Colombian civilizations. They have also shared very similar paths in modern history, which have...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Ana Lucia D' Imperio Lima, Roberto Lobl
Company: IBOPE Inteligencia
September 1, 1992

Research papers

Communicating in Latin America (Spanish)

Latin American countries have in common their cultural background, characterized by the strong influence of the European immigrants upon the local pre-Colombian civilizations. They have also shared very similar paths in modern history, which have...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Ana Lucia D' Imperio Lima, Roberto Lobl
Company: IBOPE Inteligencia
September 1, 1992