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Research papers

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
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Citation

Cramphorn, Phillips and Lechter (2006a, October 25). All you need is love. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/all-you-need-is-love


Research papers

Global advertising that sells

This presentation searches for the Holy Grail of advertising - an understanding of how advertising works locally and globally, unlocking the secrets of effective advertising to build successful brands.Initially the presentation examines new learning...

Catalogue: Congress 2005: Making A Difference
Authors: Spike Cramphorn, Georgia Phillips
Company: Add+Impact International
September 21, 2005
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Citation

Cramphorn and Phillips (2005a, September 21). Global advertising that sells. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/global-advertising-that-sells


Research papers

It may not be wrong, but is it right?

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Ilan Lechter, Georgia Phillips
Company: Add+Impact International
October 24, 2004
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Citation

Lechter and Phillips (2004a, October 24). It may not be wrong, but is it right?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/it-may-not-be-wrong-but-is-it-right-


Research papers

You can't average Asia

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the responses vary.The data also looks at the impact of gender...

Catalogue: Asia Pacific 2004
Author: Georgia Phillips
Company: Add+Impact International
March 28, 2004
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Citation

Phillips, G. (2004a, March 28). You can't average Asia. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/you-can-t-average-asia


Research papers

Effective advertising

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Michael F. Cramphorn, Jesus Caldeiro
Company: Add+Impact International
June 15, 1999
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Citation

Cramphorn and Caldeiro (1999a, June 15). Effective advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/effective-advertising


Research papers

Effective advertising (Spanish)

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Michael F. Cramphorn, Jesus Caldeiro
Company: Add+Impact International
June 15, 1999
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Citation

Cramphorn and Caldeiro (1999a, June 15). Effective advertising (Spanish). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/effective-advertising-spanish-