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Research papers

Brand fitness

The objectives of our paper are to: 1. introduce the concept of brand fitness, 2. substantiate the essential role of research in fitness measurement, and 3. exemplify the use of a research technique that is an integral part of this measurement. Brand...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Harout Krikorian, Lance de Masi
March 1, 1996
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Citation

Krikorian and de Masi (1996a, March 01). Brand fitness . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-fitness-


Research papers

Agencies' problems with advertisers in the Middle East

Agencies' Problems with Advertisers in the Middle East is the result of the application of BBDO's PDS  technology and is a sequel study to Advertisers' Problems with Agency Service in the Middle East, presented at the 1st ESOMAR/MERF/IAA...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: Lance de Masi, Harout Krikorian
January 1, 1994
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Citation

de Masi and Krikorian (1994a, January 01). Agencies' problems with advertisers in the Middle East. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/agencies-problems-with-advertisers-in-the-middle-east


Research papers

Advertisers' problems with agency service in the Middle East

"Advertisers' Problems with Agency Sen/ice in the Middle East" is the result of a qualitative application of PDS technology-proprietary to BBDO Worldwide. The Study, recently conducted among a cross-section of decision makers within client companies,...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Authors: Harout Krikorian, Lance de Masi
June 15, 1992
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Citation

Krikorian and de Masi (1992a, June 15). Advertisers' problems with agency service in the Middle East. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertisers-problems-with-agency-service-in-the-middle-east