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Research papers

Lessons from consumer marketing

The author of this paper covers some of the requirements for producing great consumer advertising and assesses some of the implications for pharmaceutical marketing. The scope is the strategy behind great advertising. Excellent implementation is...

Catalogue: ESOMAR Global Healthcare 2002
Author: Sharon Spiers
February 17, 2002
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Citation

Spiers, S. (2002a, February 17). Lessons from consumer marketing. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/lessons-from-consumer-marketing


Research papers

Why DTC advertising has failed in the United States and how it can succeed

Since restrictions on direct-to-consumer (DTC) advertising were loosened in 1997, spending on DTC advertising in the United States has quadrupled. Now the European Union may soon begin testing DTC advertising, but not much consumer research on DTC...

Catalogue: ESOMAR Global Healthcare 2002
Authors: Michelle Castillo, Renee Hopkins
Company: Decision Analyst, Inc.
February 17, 2002
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Citation

Castillo and Hopkins (2002a, February 17). Why DTC advertising has failed in the United States and how it can succeed . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/why-dtc-advertising-has-failed-in-the-united-states-and-how-it-can-succeed-


Research papers

What is webness?

This paper develops semiotic models of the way website communications have appropriated and changed conventional forms of marketing messages. In this sense it offers semiotic analysis as a new (not yet mainstream) technique for assessing web...

Catalogue: ESOMAR Net Effects 5 2002
Author: Virginia Valentine
February 3, 2002
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Citation

Valentine, V. (2002a, February 03). What is webness? . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/what-is-webness-


Research papers

That's where ads are at

An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and unbiased access to people's unconsciously held...

Catalogue: ESOMAR Net Effects 5 2002
Authors: Olaf Hofmann, Christian Stamov Ronagel
Company: SKOPOS
February 3, 2002
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Citation

Hofmann and Ronagel (2002a, February 03). That's where ads are at . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/that-s-where-ads-are-at-


Research papers

Continuous usability testing for the new Audi website

Website usability is an increasingly important area of expertise for the Internet economy. Making websites easy to use raises acceptance among users and creates higher rewards for e-commerce sites. This presentation is an introduction into the field...

Catalogue: ESOMAR Net Effects 5 2002
Authors: Grit Schönfeld, Tim Bosenick
February 3, 2002
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Citation

Schönfeld and Bosenick (2002a, February 03). Continuous usability testing for the new Audi website . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/continuous-usability-testing-for-the-new-audi-website-


Research papers

The integration power of the intelligent banner advertising network and survey research

Web surveys are no longer inexpensive today, particularly due to the complicated recruitment process and increased need for incentives. Over time the techniques for selecting Internet users for a Web survey - telephone recruiting, online panels,...

Catalogue: ESOMAR Net Effects 5 2002
Authors: Vasja Vehovar, Bojan Korenini, Zenel Batagelj
February 3, 2002
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Citation

Vehovar, Korenini and Batagelj (2002a, February 03). The integration power of the intelligent banner advertising network and survey research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-integration-power-of-the-intelligent-banner-advertising-network-and-survey-research


Research papers

When is a coconut not a coconut?

This paper calls for a reading of advertising discourse in the context of this overwhelming cultural specificity. It is proposed that, to create semiotically relevant discourses, advertising will have to invoke the cultural backdrop and build it into...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Author: Seema Khanwalkar
October 28, 2001
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Citation

Khanwalkar, S. (2001a, October 28). When is a coconut not a coconut?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/when-is-a-coconut-not-a-coconut-


Research papers

This may fell a little freaky

This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Sarah Castell, James Parsons
Company: Flamingo
October 28, 2001
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Citation

Castell and Parsons (2001a, October 28). This may fell a little freaky. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/this-may-fell-a-little-freaky


Research papers

Brand building in the new frontier

Streaming Media is the generic name for software solutions that allow the delivery of audio and video content over the Web. An exciting new online advertising medium involves using Streaming Media to present videostyle advertisements to Internet...

Catalogue: Latin America 2001
Authors: Fabian Hernandez, Susan Blank
Company: KANTAR TNS Malaysia
May 1, 2001
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Citation

Hernandez and Blank (2001a, May 01). Brand building in the new frontier. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/brand-building-in-the-new-frontier