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Research papers

Should we forget advertising awareness?

Advertising awareness, the most used ad efficiency metric, is increasingly questioned by advertisers. Indeed, this measure is based on old economic theories of the consumer behaviour. In the 90s, academic researches, in particular those based on...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Valerie Morrisson, Pierre Gomy
Company: KANTAR TNS Malaysia
June 1, 2008
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Citation

Morrisson and Gomy (2008a, June 01). Should we forget advertising awareness?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/should-we-forget-advertising-awareness-


Research papers

Effectively managing the brand experience

The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to non-traditional contact points such as events or...

Catalogue: Automotive 2008
Authors: Frederic Casellas, Pierre Gomy
Company: KANTAR TNS Malaysia
March 3, 2008
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Citation

Casellas and Gomy (2008a, March 03). Effectively managing the brand experience. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/effectively-managing-the-brand-experience