Resources Library by ANA

The long media tail

This paper maps out how the media and advertising world is evolving and growing a Long Media Tail.It refers to advertisers and how they are approaching media communications in this new world and outlines what questions they have when making...

Catalogue: WM3 2007

Author: Sue Elms

Company: KANTAR TNS Malaysia

June 3, 2007

Towards a new definition of OTS

Audience and measurement of large-scale media are defined in relation to advertising objectives. The cornerstone of Outdoor Media is panel contact. With the development of GPS, data collection on panel coordinates and individual routes will have a...

Catalogue: WM3 2007

Authors: Bernard Coutrot, Zysla Belliat, Guillaume Pichoff, Hugues Chavenon

June 3, 2007

We'll be right back. Honest

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, the presenters took this principle to the next level:How effective would a...

Catalogue: WM3 2007

Authors: Brian Rock, Virginia Beal

June 3, 2007

What's going on in your bedroom?

Can you imagine the response rate you would get as a 35 year old researcher asking an 18 year old girl if she would show you her bedroom? So when asked to develop a new retail concept for a furniture retailer we immediately understood we would need...

Catalogue: Retail 2007

Author: Philip De Wulf

Company: Ipsos MRBI

February 19, 2007

All you need is love

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.However, recent studies show that emotions and feelings are much more important.These...

Catalogue: Latin America 2006

Authors: Michael F. Cramphorn, Georgia Phillips, Ilan Lechter

Company: Add+Impact International

October 25, 2006

Engagement of the future

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement that will result from advertising and...

Catalogue: Latin America 2006

Authors: Robert Passikoff, Charlene Weisler, Pamela J. Batalis

Company: Brand Keys, Inc.

October 20, 2006

Does fame always lead to fortune?

The paper describes the rules that are common to the successful use of celebrities in advertising as well as a study of examples of highly effective celebrity selections and less effective celebrity selections. The results are based on desk research,...

Catalogue: Latin America 2006

Authors: Silvia Quintanilha, Milton Souza

Company: KANTAR TNS Malaysia

October 20, 2006

Touchpoint tracking

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints.For the first time marketers can see the impact on their brand of word of mouth, product usage or ambient activity...

Catalogue: Congress 2006: Foresight

Author: Fiona Blades

Company: MESH Experience

September 17, 2006

Connecting with consumers

The dreaded 'f' word (fragmentation) and pressures on budgets are the only two irrefutable facts in today's uncertain world of marketing. This isn't news but there is a greater need than ever to clearly establish priorities of marketing investment....

Catalogue: Worldwide Multi Media Measurement 2006

Authors: Neerja Wable, Shivkumar Moulee

Company: KANTAR TNS Malaysia

June 4, 2006