Resources Library by ANA

Have I got news for you?!

What did you last read on Twitter? The latest news event? The score from yesterday's football match? Imagine if brands could spread their messages as efficiently as information flows on Twitter. Our research takes the first steps in that direction.

Catalogue: ESOMAR Client Summit 2018- Autumn Edition

Author: Sara Picazo Lutton

Company: Twitter

December 12, 2018

Country branding

A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.

Catalogue: Congress 2018

Authors: Laura Catalina Gómez, Pedro Fernández

September 23, 2018

Data to decision

This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Peter Kloprogge, Tim Foley

June 18, 2003

Does the Internet really prevent kids from reading magazines?

Since the 1950s, the youth magazine Bravo has accompanied German kids through their adolescence, and is successfully present today on TV and the Internet. With our qualitative brand analysis, we intended to generate consumer insights beyond general...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Michael C. Epple, Adrian Weser

Company: Michael Bauer Research GmbH

October 28, 2001

Agent based models

Tipping points occur at that moment when news of a brand begins to spread in an infectious manner throughout the marketplace. Advances in science and computation are transforming the manner of finding insight to consumer activity. From this...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Author: Bruce Grey Tedesco

September 23, 2001

The contribution of qualitative research to the presidential campaign of Vicente Fox (Spanish)

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001

Authors: Guido Lara, Soledad Rojas

May 1, 2001

The brand triad in Europe

The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Eckhard Korf, Harald Kunzer, Rolf-Rudiger Nausch

September 1, 1992

How should we communicate with the over 50's on health and prevention?

It was not so long ago that health was essentially understood as the absence of illness - a precious, heaven-sent gift outside of individual control. This idea - which contains an undeniable element of truth - still predominates in certain parts of...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Margret Ziegler

June 15, 1991

The role of research in developing Europeanwide corporate communications

Industrial organizations are increasingly being faced with the challenge of deciding how best to communicate - on a European-wide basis - not just with their customers, suppliers, and shareholders, but with a wider audience of stakeholders. These...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Richard Beswick, David Smith

Company: DVL Smith Ltd

June 15, 1991