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Research papers

Reliability and predictive validity in consumer neuroscience

Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these...

Catalogue: Congress 2015: Revelations
Author: Michael E. Smith
Company: Nielsen
October 1, 2015

Research papers

Break through the one-way mirror

A new way to co-create concepts with consumers, making use of Internet ads, is explored in this paper. A wide variety of connectors (first part of verbal concepts) is screened by utilizing Google and Facebook ads. The tool also facilitates research...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Dirk Lorré, Benoit Gaillard
November 13, 2011

Research papers

Mobile= location= effect

This paper reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four...

Catalogue: Congress 2011: Impact
Authors: Marnix van Gisbergen, Arief E. Hühn, Paul E. Ketelaar, Vassilis-Javed Khan, Koos Nuijten
September 18, 2011

Research papers

Measuring the brand impact of search

This paper describes research undertaken to answer the questions 'What is the branding effect of search advertising and how does it compare with other media?' It is based on the measurement of the impact of search as part of a specific brand's...

Catalogue: WM3 2009: Change Is In The Air...
Authors: Jonny Protheroe, Mark Greenstreet
Company: Dentsu Macromill Insight
May 7, 2009

Research papers

Intimate and intimidating

Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Sebastian Buggert, Kirsten Juchem, Jens Lönneker
Company: Rheingold GmbH & Co. KG
November 20, 2008

Research papers

Pushing the envelope

A major stress point for media researchers today is the inadequacy of established approaches in generating insights for the planning and buying of new and emerging ad media. On one hand we are constantly pushed towards sample-based, quantitative...

Catalogue: Congress 2008: Frontiers
Author: Beth Uyenco
Company: Microsoft
September 26, 2008

Research papers

Where do you really watch when you are seeing?

This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television. As such, the paper is based on a...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Mike Hess, Karina Besprosvan
Company: integral, OmnicomMediaGroup
June 1, 2008

Research papers

Quality insights to solve a luxury problem

Luxury brands rely on carefully planned and executed marketing activity to appeal to the emotions and cultivate an image of exclusivity, but as their customers increasingly spend time with digital media, they must wrestle with decisions about whether...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Beth Uyenco, Alex Charlton, Olivier Goulet
Companies: Microsoft, Wavemaker
June 1, 2008

Research papers

Brazil breaks barriers

This presentation describes the idiosyncrasies in Brazil and the focus group initiative that has been launched by the IBM Brazil marketing team to engage sellers to obtain feedback and educate them on the company's new advertising campaign to be...

Catalogue: Latin America 2008
Authors: Tim Bohling, Jussara Unis
Company: IBM Corporation
May 13, 2008