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Research papers

The brand audit

This paper is divided into two parts. The first part will outline some elements of a semiotic theory of the brand. In the definition of the brand identity, a crucial point is an identification of basic values and the distinction of these from a more...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Andrea Semprini
Company: RISC International (Europe) SA
June 15, 1992
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Citation

Semprini, A. (1992a, June 15). The brand audit. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/the-brand-audit


Research papers

For a supply-side marketing in television

The method of study and assessment of television programs and programming set forth here neither seeks nor cares to replace existing approaches insofar as it meets neither the same needs nor the same demands. It seeks rather to complete and enrich...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Philippe Baudelot, Margot Levine
June 15, 1991
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Citation

Baudelot and Levine (1991a, June 15). For a supply-side marketing in television. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/for-a-supply-side-marketing-in-television


Research papers

Understanding culture in international marketing

Culture is a word frequently used but insufficiently defined and delineated, especially in the marketing context. This paper offers some definitions of culture and its component dimensions, which are intended to be of use to marketing...

Catalogue: Conference 1991: International Marketing Research
Author: Mary Goodyear
June 15, 1991
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Citation

Goodyear, M. (1991a, June 15). Understanding culture in international marketing. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/understanding-culture-in-international-marketing


Research papers

The capital image

Studies carried out on the press in the majority of cases concentrate on investigations of the readership. Focusing on the various types of readers of a single title, and classifying them both socio-demographically and in terms of social behaviour,...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Philippe Robinet, François Laurent
Company: BVA Group
June 15, 1991
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Citation

Robinet and Laurent (1991a, June 15). The capital image. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/the-capital-image


Research papers

Semiotics and its application to international qualitative research: The specificity of the approach

The main purpose of this paper is to demonstrate the efficacy of the "semiotic" approach to qualitative marketing research on an international level. This will be carried out in two phases: Firstly, a theoretical overview in two parts: - On the one...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: Odile Solomon
June 15, 1990
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Citation

Solomon, O. (1990a, June 15). Semiotics and its application to international qualitative research: The specificity of the approach. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/semiotics-and-its-application-to-international-qualitative-research-the-specificity-of-the-approach


Research papers

Unusual research for unusual advertising

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Authors: Colin Pendry, Margaret Holmes
January 1, 1987
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Citation

Pendry and Holmes (1987a, January 01). Unusual research for unusual advertising. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/unusual-research-for-unusual-advertising


Research papers

Unusual research for unusual advertising, mixing methods and minds

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Colin Pendry, Margaret Holmes
June 15, 1986
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Citation

Pendry and Holmes (1986a, June 15). Unusual research for unusual advertising, mixing methods and minds. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/unusual-research-for-unusual-advertising-mixing-methods-and-minds