Resources Library by ANA

Media performance indicators

Communication Management is the planning, implementation, control, evaluation and optimisation of marketing communication. It is often viewed by advertisers as vital for optimal results from their marketing communication efforts. This paper describes...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Author: Arie K. den Boon

June 13, 2002

When is a coconut not a coconut?

This paper calls for a reading of advertising discourse in the context of this overwhelming cultural specificity. It is proposed that, to create semiotically relevant discourses, advertising will have to invoke the cultural backdrop and build it into...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Author: Seema Khanwalkar

October 28, 2001

The Euro 2002 information campaign

In the realm of advertising and communications, international research can be (and often is) criticized for only “skimming the surface” or taking the lowest common denominator when researching creative work – particularly when dealing...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Anna Moody, Amman Werner

October 28, 2001

The contribution of qualitative research to the presidential campaign of Vicente Fox

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001

Authors: Guido Lara, Soledad Rojas

May 1, 2001

Build strong brands and develop communications

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Authors: Michael O'Donohue, Tamsin Addison

Company: McKinsey & Company

November 1, 2000

The medium is part of the message

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe,Asia and Australia. Advertising clearly plays a substantial role in the construction and...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Alan Branthwaite, Karin Wood, Maria Christina Moya Schilling

Company: KANTAR TNS Malaysia

October 15, 2000

Using sponsorship to communicate to teenagers

This paper examines an attempt to measure the relative impact of a number of sponsorship mediums for promoting a health message, Be Your Best, to Australian teenagers. In essence, the message was used in an attempt to convey to teenagers that if they...

Catalogue: New Monograph Series Vol.9: Researching Youth

Author: Patrick Shanahan

August 1, 2000

Talking is understanding

This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Henrik J. Hansen, Claus Wilki, Lone Willumsen

September 1, 1999

Consuming values

The paper focuses on the shifting relationship between consumers and objects of consumption. It suggests that postmodern consumption in which experiential consumption is foregrounded forces us to rethink boundaries between researchers clients and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Rita Denny

September 1, 1999