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Research papers

Caught in the web

Word of mouth has long been recognised as the most powerful form of communication and now the internet has dramatically increased the scope consumers have to transmit and to receive messages from trusted sources. Consumers are exploiting this in huge...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Gordon Pincott
Company: KANTAR TNS Malaysia
February 27, 2005
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Citation

Pincott, G. (2005a, February 27). Caught in the web. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/caught-in-the-web-6568


Research papers

Is this tribe local or global?

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells...

Catalogue: Asia Pacific 2004
Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey
Company: KANTAR TNS Malaysia
March 28, 2004
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Citation

Pincott, Freedman, Yap and Chantrey (2004a, March 28). Is this tribe local or global?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/is-this-tribe-local-or-global-


Research papers

The art of the possible

This paper looks at the roles of the different communication channels, but particularly focuses on the synergistic relationship between them. A clear understanding of how above the line advertising works (and how TV advertising works in particular)...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Gordon Pincott, Cath Booth
Company: KANTAR TNS Malaysia
June 15, 1995
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Citation

Pincott and Booth (1995a, June 15). The art of the possible. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-art-of-the-possible


Research papers

Planning effective press campaigns

The state of understanding of the effects of print advertising is not as clearly developed as that for TV. This reflects the much more complicated nature of press exposure and the difficulties which that in turn presents for looking at advertising...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Gordon Pincott
Company: KANTAR TNS Malaysia
June 15, 1991
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Citation

Pincott, G. (1991a, June 15). Planning effective press campaigns. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/planning-effective-press-campaigns