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Research papers

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alan Branthwaite, Rosi Ware
Company: KANTAR TNS Malaysia
September 1, 1997

Research papers

Development of a global social economic classification system

While regional classification systems have been developed for both Latin America and Europe, it is increasingly evident that a harmonized social economic classification system that spanned all countries - retaining accuracy and relevance - is...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Andrea Dinning, Rosi Ware
Company: KANTAR TNS Malaysia
December 3, 2003

Research papers

Identifying 'early adopters' internationally, using three dimensions

This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of 'early adopters'; not just in terms of demographics, but in terms of lifestyle and attitudes and internationally. It also...

Catalogue: Asia Pacific 2002
Authors: Rosi Ware, Michelle Crellin
December 1, 2002

Research papers

How to capitalize from the new e-conomy in Latin America

The paper presents new data from the four main Latin American economies (Argentina, Brazil, Colombia, Mexico) on what people really feel about the Internet, how they use it, and their motivations and concerns. It describes the defining...

Catalogue: Latin America 2001
Authors: Rosi Ware, Michelle de Montigny
Company: KANTAR TNS Malaysia
May 1, 2001