Resources Library by ANA

Beyond data gathering

The authors of this paper argue that the rise of new technologies such as databases and the Internet offer both new challenges and opportunities to the market research industry. At a time when CRM is reported to have grown more than 30% a year with...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Laurent Florès, Rex Briggs

September 23, 2001

Transformation in research

This paper, drawing on both historical analysis of various aspects of the market research industry, together with original global research, addresses the issue of whether the market research industry will continue to follow our historic pattern of...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Bill Blyth, Trevor Richards

Company: KANTAR TNS Malaysia

September 23, 2001

Research for the bottom line

Collaborative and ongoing work between The Dow Chemical Company and Total Research Corporation over a number of years has explored how organisations who measure customer perceptions can convert this information into influencing how customers...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Farrokh Suntook, David Gidney, Joan Fredericks, Tim Rey

September 23, 2001

Worldwide online measurement

The papers for this edition of Online Audience Measurement suggest that research into the performance of this new medium is beginning to present itself in a more established way. There is less discussion about possibilities and rather more focus on...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Author: Adam Phillips

June 1, 2001

Make a wish

To date, the majority of research metrics have been largely geared towards direct marketers. Recently more tools are becoming available to allow organizations to measure the brand effectiveness of their online campaigns using relevant metrics such as...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Authors: Ethan Rapp, Mainak Mazumdar, Julie Hootkin

June 1, 2001

Making better media decisions

This paper is an update of the Advertising Research Foundation's historic 1961 monograph "Toward Better Media Comparisons". It has been revised to include new levels of paid media performance attentiveness, persuasion and response and to consider new...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Authors: Erwin Ephron, Bill Harvey, Denman Maroney, Bill Moran, Jim Spaeth

June 1, 2001

Measurement of brand effectiveness of online advertising

How people find a company or product brand on the Internet is a major question if one intends to use the Internet to build brand awareness, perception and loyalty. In order to find an answer to this question, a study was conducted among a large...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Author: Liesbeth Hop

June 1, 2001

Evaluating the use of banner advertising in strengthening brand relationship

This paper studies the role of online advertising’s most popular tool – the banner advertisement – in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Author: Kartikeya Kompella

June 1, 2001

Measuring the brand effects of banner advertising campaigns

Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured. This paper discusses the...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Authors: Lars Bergkvist, Marcus Friström, Jonas Melander

June 1, 2001