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Research papers

Body language in newspapers

This paper details the findings of an empirical study designed to investigate just how powerful newspaper headlines might be in terms of: 1) communicating signals that allow the reader to identify the title, in the absence of any other, formal,...

Catalogue: Seminar 1983: Publishing A Better Product
Authors: Brian Haworth, Colin Bowring
November 23, 1983
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Citation

Haworth and Bowring (1983a, November 23). Body language in newspapers . ANA - ESOMAR. Retrieved June 05, 2023, from


https://ana.esomar.org/documents/body-language-in-newspapers-


Research papers

Brand identity management in the context of global brands

A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand. Examples are used to point out significant evolutions...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Caroline Ollivier-Lamarque, Isabelle Herbert Collet, Marc Carpentier
Company: Danone
October 28, 2001
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Citation

Ollivier-Lamarque, Herbert Collet and Carpentier (2001a, October 28). Brand identity management in the context of global brands . ANA - ESOMAR. Retrieved June 05, 2023, from


https://ana.esomar.org/documents/brand-identity-management-in-the-context-of-global-brands-


Research papers

Making sound decisions

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px}No More Sonic Trash! From phones to hospitals to cars, sound has the potential to vastly...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Joe Sauer, Lauren McGuire, Nic Thomas
Companies: Sentient Decision Science, Nissan Motor Co.
September 8, 2019
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Citation

Sauer, McGuire and Thomas (2019a, September 08). Making sound decisions. ANA - ESOMAR. Retrieved June 05, 2023, from


https://ana.esomar.org/documents/making-sound-decisions


Research papers

Reports of the death of brands have been greatly exaggerated

The paper criticises the widespread speculation following "Marlboro Friday" in 1993 that consumers have turned against brands and are increasingly motivated by price alone. Retailer power is a real phenomenon, but many of the other claims made about...

Catalogue: Seminar 1994: Building Successful Brands
Author: Paul Feldwick
June 15, 1994
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Citation

Feldwick, P. (1994a, June 15). Reports of the death of brands have been greatly exaggerated. ANA - ESOMAR. Retrieved June 05, 2023, from


https://ana.esomar.org/documents/reports-of-the-death-of-brands-have-been-greatly-exaggerated


Research papers

Beyond positioning

Advertisers working with retailers often find it difficult to differentiate them from competitors. The retailing mixes close that the bases of differences shrink. Advertising and communication now receives the task of creating this difference, a...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth
Author: Jean-Nöel Kapferer
June 4, 1986
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Citation

Kapferer, J. (1986a, June 04). Beyond positioning. ANA - ESOMAR. Retrieved June 05, 2023, from


https://ana.esomar.org/documents/beyond-positioning