Resources Library by ANA

A better practice approach for developing advertising

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising.By applying research and knowledge early on and at various stages of the advertising development and airing process, the Trident...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Gonzalo Perez-Duarte, Raúl Tena

October 24, 2004

Big families

The past century was marked by the birth of nearly every brand we know and consume today. In the 21st century, on the other hand, brands will multiply their portfolio into different products and services. It is going to be the era of brand...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Jaime Troiano, Cecília Russo

October 24, 2004

Mapping the customer's mind

The authors attempt to understand and access the respondents inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, relying on the work of Hampden-Turner who theorized...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Michael Francesco Alioto

Company: RDA Group, INC

October 10, 2004

Research World (October 2004)

Professionals estimate that, by now, over 80% of Internet research is done by using panels, about 10% is done through pop-up surveys and 10% by other methodologies. Considering its increasing significance, it is of vital importance to both users of...

Catalogue: Research World 2004

Author: ESOMAR B.V.

October 1, 2004

The ROI imperative

There are no 'silver bullets' in ROI measurement. ROI success and increased client value are most consistently the products of focused client engagement in the ROI process than application of any specific ROI tools or methods.New findings from 135...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Bart Moore, Dee Allsop

September 19, 2004

Closed-loop marketing solution for CPG online advertising

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments - where and how can I reach my key segments...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Manjima Khandelwal, David Boyd, Kenneth Greenberg

September 19, 2004

Strategies for growth

As an industry, market research is well placed to meet one of the most pressing needs of the modern company's CEO - understanding how to grow the business.To do this, however, requires a different approach to using consumer data. This paper examines...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: John Madell

September 19, 2004

Driving automotive sales: Audience medium valuation (AMV)

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly effective metric with which media planners, brand...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Robert Passikoff, Charlene Weisler

September 19, 2004

From CS to CRM

Although market research firms strive to be more integral to their client's business process, several fundamental characteristics inherent to the way market research is conducted today represent barriers to this integration.New technologies are...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Vanessa Oshima, Mark Ferris

September 19, 2004