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Research papers

From today's brands to tomorrow's icons

The authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex market of Saudi Arabia, paving the way for marketers to transform...

Catalogue: ESOMAR Conference On Age 2005
Authors: Vidya Rayappa, Wiam Hasanain
Companies: KANTAR TNS Malaysia, Unilever
January 30, 2005

Research papers

Drivers of change: New life stages and life courses

The consequence of changes in the fabric of UK society (the breakdown of traditional family structures, smaller households, the ageing population) is that traditional models of lifestages are becoming outdated and in need of revision.A new approach...

Catalogue: ESOMAR Conference On Age 2005
Author: Roger Donbavand
January 30, 2005

Research papers

U.F.O. (Understanding Fifties and Over)

This paper describes the research conducted by OMD UK Group into the 50+ market. The first phase of the research was carried out in the United Kingdom and is now being rolled out across Europe. Some of the early findings from Europe are included in...

Catalogue: ESOMAR Conference On Age 2005
Author: Jo Rigby
Company: OMD Group
January 30, 2005

Research papers

Measuring children's behaviour in a complex multi-media world

We all live in a rapidly changing world where, arguably, children are at the forefront of technological developments. It is imperative for marketers to understand the behaviour, attitudes and motivations of this ever-evolving and often elusive target...

Catalogue: ESOMAR Conference On Age 2005
Authors: Debbie Solomon, Jo Peters
Company: MindShare
January 30, 2005

Research papers

Baby boomers are changing the face of 50+

The population aged 50 years and older is poised to explode around the globe, because people born after World War II, the Baby Boomers, are moving into this age cohort and will reinvent aging. Boomers will definitely make their mark in a different...

Catalogue: ESOMAR Conference On Age 2005
Author: Xenia P. Montenegro
January 30, 2005

Research papers

Is pester power dead?

This paper provides a unique insight into the response of food manufacturers, retailers and advertisers to key challenges that affect marketing to children in 2005.These include the possible banning of food advertising to children, concerns over...

Catalogue: ESOMAR Conference On Age 2005
Author: Neil Samson
January 30, 2005

Research papers

Developing winning strategies for consumers of all ages

This paper describes the work conducted by Brand Keys, Inc. and MGN Limited to develop an internationally validated tool that allows marketers to develop winning brand strategies based upon crafting strategies that are able to meet or exceed...

Catalogue: ESOMAR Conference On Age 2005
Authors: Robert Passikoff, Kerry O'Connor
Company: Brand Keys, Inc.
January 30, 2005

Research papers

Exponential purchase power

This paper explores how changes in our social and cultural perception of brands, advertising and marketing, in addition to lifestyle shifts, have lead to the growing power and value of word of mouth in consumers' decision making process.Research...

Catalogue: ESOMAR Conference On Age 2005
Author: Rachel Carey
January 30, 2005

Research papers

How old is your consideration set?

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead to the hypothesis that product preference should depend on the consumers age when the product was launched. It should be maximal for consumers...

Catalogue: ESOMAR Conference On Age 2005
Authors: Gilles Laurent, Raphaelle Lambert-Pandraud
January 30, 2005