Resources Library by ANA

Advertising research in rural areas

In countries such as India, where about 70% of the people live in rural areas, the rural market holds a lot of marketing potential. There is a wide difference in the standard of living between urban and rural India. In order to launch products in the...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Author: B. Rajeswari

November 1, 1997

Breaking the mould

This paper describes work that has been carried out to empirically demonstrate the benefits of multi-media CAPI interviewing to the advertising process and to brand management. It draws on both previously published research and new research.

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Mike Denny, Kevin Ford, Jon Wilkins

September 1, 1997

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Alan Branthwaite, Rosi Ware

Company: KANTAR TNS Malaysia

September 1, 1997

Diagnostic evaluation

As media markets across Europe become more complex with new and different media channels available, there is an increasing onus on research to assess the performance of an advertisement in a particular medium as well as providing an understanding of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Hilary Gaines, Wendy Rolls

Company: KANTAR TNS Malaysia

June 15, 1997

Meeting the global needs of advertisers and responding to a changing media landscape

This paper will address global needs from the perspective of advertisers using multinational media. It starts with defining global business, how they operate and what they need from the media. Secondly, it addresses global issues from the perspective...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Michael Quilty

June 15, 1997

Needed

Today, the process by which advertisers select the programs within which to present their messages is a one-dimensional process based upon a quantitative estimate of the size of the audience, defined by age and sex, delivered by each program. This...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: David F. Poltrack

June 15, 1997

The Internet and the future of advertising

This paper is a general postulation of the Internet as the newest medium of advertising. It discusses brief comparisons to traditional forms of advertising and the expected role of the Internet in the future. In addition, it exerts the importance of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Barry Salzman

June 15, 1997

Integrated marketing communications starts with print plus television

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrated marketing communications, with special...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Alan Smith

June 15, 1997

Advertising increases market shares and media mix achieves most

There are still controversial opinions on how to quantify the contribution of classical advertising to market success. The development of advertising-effect-formulas, considering the calculable relationship between advertising expenditures and market...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Adrian Weser

June 15, 1997