Resources Library by ANA

Regional adaptation of multinationals

There is no doubt that poor public opinion generally has a negative impact on business. In fact, one-third (33%) of Quebecers surveyed by leger Marketing admit that their shopping habits are influenced by other people’s opinion of the stores...

Catalogue: Congress 2008: Frontiers

Authors: Serge Lafrance, Yanik Deschênes, Terence Flynn

Company: Leger

June 15, 2008

Car talk

Word of mouth is the hot topic in marketing these days. As reported by BrandWeek.com, spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has...

Catalogue: Automotive 2008

Author: David G. Bakken

Company: Harris Interactive (Europe)

March 3, 2008

A new approach for measuring 'buzz'

With the growth of the internet, a new dimension was added to Word of mouth, namely word of mouse. This paper introduces a new model that can serve as a framework for marketers, advertisers and market researchers for better understanding online word...

Catalogue: WM3 2007

Authors: Dennis Claus, Steven van Belleghem, Christophe Vergult, Niels Schillewaert

Company: InSites Consulting

June 3, 2007

Measuring word of mouth

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise. This paper combines a discussion of the results from a...

Catalogue: Leisure 2006

Authors: Heather Magaw, Judy Melanson

October 8, 2006

Going for gold

This presentation evaluates how communication - both pro-active, controlled media, uncontrolled publicity and word of mouth - impacted on London backing the bid to host the 2012 Olympic Games.

Catalogue: Consumer Insights 2005

Authors: Claire Spencer, Mike Lee

November 15, 2005

Harnessing the grapevine

The rise of word-of-mouth is placing increasing importance on consumers at the centre of the conversation.These consumers, once identified, can be a valuable resource not only for carrying messages, but throughout the marketing cycle from identifying...

Catalogue: Congress 2005: Making A Difference

Authors: Jan Berry, Tim Wragg

Company: GfK

September 21, 2005

Caught in the web

Word of mouth has long been recognised as the most powerful form of communication and now the internet has dramatically increased the scope consumers have to transmit and to receive messages from trusted sources. Consumers are exploiting this in huge...

Catalogue: ESOMAR Conference 2005: Innovate!

Author: Gordon Pincott

Company: KANTAR TNS Malaysia

February 27, 2005

Exponential purchase power

This paper explores how changes in our social and cultural perception of brands, advertising and marketing, in addition to lifestyle shifts, have lead to the growing power and value of word of mouth in consumers' decision making process.Research...

Catalogue: ESOMAR Conference On Age 2005

Author: Rachel Carey

January 30, 2005

The mismeasure of satisfaction

Four areas of research pertinent to the measurement of Customer Satisfaction are examined. The four areas and the key findings from each are summarized below. 1. Theoretical Views Regarding Customer Satisfaction Satisfaction results from the...

Catalogue: International Automotive Marketing Conference 1994

Author: Murlidhar Rao

June 15, 1994