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Research papers

Beyond SARS

SARS laid siege to the Greater China region (mainland China, Hong Kong and Taiwan) from late March to June 2003. When the spread of the disease accelerated at the end of March, both the public and governments alike appeared panic-stricken. A major...

Catalogue: Asia Pacific 2004
Author: Wander Meijer
Company: KANTAR TNS Malaysia
March 28, 2004

Research papers

Evaluating soft brand advertising on television including product placement and in-program brand exposures

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands will come out of the ad breaks and invade the...

Catalogue: Asia Pacific 2004
Authors: Akash Chawla, Yogesh Shendye, Atul Phadnis
Company: TAM Media Research
March 28, 2004

Research papers

Helping the clients succeed in China's B2B market

China is not only a huge fast-moving consumer goods market, but an industrial product market with enormous development potential as well. With the aim to better understand the B2B market situation in China and formulate proper marketing strategy,...

Catalogue: Asia Pacific 2004
Authors: Fred Bai, Guo Ping
March 28, 2004

Research papers

The Kabuki dilemma

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and other stakeholders.Branding such knowledge assets...

Catalogue: Asia Pacific 2004
Authors: Shigeo Okazaki, Sean Corcoran, Shashank Tripathi
Company: Dentsu Macromill Insight
March 28, 2004

Research papers

A virtual testing approach to improve new product success rates

Today much more knowledge about what it takes to create a successful new product is available, yet four out of five new products still fail. This paper examines some of the possible reasons for this 'lack of progress' and makes a case that challenges...

Catalogue: Asia Pacific 2004
Authors: Lionel Wang, Karl Irons, Henry Xin
Company: Market-Guide Consulting (China) Co., Ltd.
March 28, 2004

Research papers

Automobile dealer distribution model

This paper develops an automobile dealer distribution model taking into consideration the unbalance in economic base and comprehensive strength among the 266 regional major cities in China.Using the different automobile-consumption policy orientation...

Catalogue: Asia Pacific 2004
Authors: Mingzhu Qi, Lin Lei
Company: KANTAR TNS Malaysia
March 28, 2004

Research papers

Basic instinct

This paper addresses the challenge of cross-cultural positioning of brands. It is based on the premise that consumer behaviour is driven by deep-seated needs and basic values that are primal in nature and part of the genetic imprint. These do not...

Catalogue: Asia Pacific 2004
Author: Poonam V. Kumar
Company: KANTAR TNS Malaysia
March 28, 2004

Research papers

Emerging trends for health and functional food products in China

This paper examines the growth of FMCG food products like milk and fruit juices that have perceived health benefits to consumers and investigates the growing trend of these products in mainland China to determine whether Chinese consumers are health...

Catalogue: Asia Pacific 2004
Author: Peter Lee
Company: KANTAR TNS Malaysia
March 28, 2004

Research papers

Are you being seen?

If the mantra is 'Unseen is Unsold' then the question must be 'Am I being seen?' The environment in which brands and advertising compete for the attention of consumers is more cluttered than ever before: Markets have fragmented as the number of...

Catalogue: Asia Pacific 2004
Author: Vanessa Oshima
March 28, 2004