Resources Library by ANA

Close, but no cigar

The time is early 1989. The Berlin wall is up. The Soviet Union is just what its name implies: a union. 1992 is a soon-to-happen promising event - and Europe is a private club of old-world nations, not an open concept. The client is the toughest...

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Philippe Boutié

September 1, 1995

Using sponsorship to communicate to teenagers

This paper examines an attempt to measure the relative impact of a number of sponsorship mediums for promoting a health message, Be Your Best, to Australian teenagers. In essence, the message was used in an attempt to convey to teenagers that if they...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Patrick Shanahan

June 15, 1995

Expanding markets in Eastern Europe

This paper presents two different case studies involving Western manufacturers and distributors attempting to introduce their products to consumers in Eastern Europe. Each case clearly illustrates how research can be applied to develop and integrate...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Michael Cohen, Jennifer Scott

June 15, 1995

The art of the possible

This paper looks at the roles of the different communication channels, but particularly focuses on the synergistic relationship between them. A clear understanding of how above the line advertising works (and how TV advertising works in particular)...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Gordon Pincott, Cath Booth

Company: KANTAR TNS Malaysia

June 15, 1995

Evaluating commercial communication effectiveness

The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Carlos Harding

Company: Ipsos MRBI

June 15, 1995

Marketing and public relations

This paper is concerned with interrelations between public relations and marketing. This relationship has always been ambiguous and controversial. The chief controversy hinges around delineating the respective roles of the two functions. Both...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Philip Kitchen, Danny Moss

June 15, 1995

To what extent Japanese mayors are marketing-oriented

Japanese municipalities still lack a full understanding of marketing: to them marketing means developing and promoting regional specialties or going into business with private sector capital and for-profit corporations. In these circumstances, the...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: Kazuo Kobayashi

June 15, 1995

Visual language as an integrated, multicultural medium for product design and testing: How to optimise the product-consumer-researcher client relationship

Visual language has become an invaluable integrated-multicultural communication medium between consumer and product, consumer and researcher, researcher and research user and research user and consumer. It is also a powerful aid for product design...

Catalogue: Seminar 1995: Successful Product Engineering

Authors: Clara Origlia, Giorgio Origlia

Company: Market Dynamics International srl

June 15, 1995

The contribution of semiotics for the studies in advertising communication

This paper is divided into three parts. The first one presents the semiotical concepts employed and the presence of signs in human communication. The purpose of this part is to lay the theoretical basis of the study developed. The second part is...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Author: Affonso Barella

May 1, 1995