Resources Library by ANA

The Yin and Yang of branding

This paper examines the applicability of a Western-derived model of brand equity measurement to Asia/Pacific cultures, with reference to a large-scale validation exercise - both qualitative and quantitative. The authors demonstrate that the overall...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: Roger Banks, Joseph Debacq, Rachael Tan

June 15, 1998

Should Melrose place be relocated?

This research examines television programme rescheduling to maximise total ratings for one network across a week. Respondents read these re scheduled programme schedules and choose the network to watch during prime time. Only a small but informative...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Peter J. Danaher

June 15, 1998

Analysis of actual and potential customer of mobile communications In Italy

This report offers evidence on the practicability and corporate efficacy of one approach to the analysis of socio-cultural factors influencing mobile phone use. 1 > Our survey enabled us to draw a general map of attitudes to cellular telephony...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Maurizio Soverini, Simonetta Armato, Mirella Belotti, Concetta Perone, Mario Fumi

Company: TIM (Telecom Italia)

June 15, 1998

The strategic use of telecommunications

Despite technological and regulatory advances telecommunications' strategic role in business is poorly understood. Management attention is excessively focused on reducing telecommunication costs (which rarely account for more than 1% -2% of total...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: Anthony Newstead

June 15, 1998

Researching the global Latin world

This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a ground- level qualitative research study encompassing fourteen Spanish- speaking countries, territories and...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Author: Hal Daume

November 1, 1997

Myths and realities of the global young consumer

This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: David Thomson, Graham Woodham

October 22, 1997

A picture is worth one thousand words

The following paper describes the findings from Nickelodeon UK's photo research, a project designed to elicit information for television creatives who rely on rich data on kids lives for inspiration and to keep them in touch with kids. The findings...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Shari Donnenfeld, Andy Goodhand

Company: Viacom International Media Networks

October 22, 1997

Mapping cultural values for global marketing and advertising

In the globalization debate the argument is that countries will converge with respect to cultural values. This paper demonstrates that the more countries converge with respect to income, the more they diverge with respect to the manifestation of...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Marieke de Mooij

September 1, 1997

Ask a cyberquestion!

This paper examines the development of the Internet as its relates to marketing and the role of online customer research. It looks at the changing relationship between marketer and customers, the impact of virtual communities, the development of...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: David Pring

September 1, 1997