Resources Library by ANA

The contribution of qualitative research to advertising creativity (Spanish)

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

June 15, 1997

The impact of new media on the communication process

Buyer-seller relationships, networks and partnerships are rapidly becoming key issues in marketing. Indeed it is now recognized that building and maintaining interactive strategic relationships have significant long term implications for a company's...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: Heiko Falk, Axel Schmidt

June 15, 1997

For now we see through a glass darkly

This paper considers developments in international and global marketing communications (marcoms). An international conference held in April 1996 served to identify several issues which appeared to be impacting upon marcoms in a generic sense, and,...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Philip Kitchen

June 15, 1997

The contribution of qualitative research to advertising creativity

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

May 1, 1997

Internet, the meeting place

This paper describes the authors’ point of view about the importance of Qualitative Research in terms of creating new analysis tools for the understanding of the Internet consumer. The paper also describes the major findings about this issue...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?

Authors: Carlos Liz, Rui Almeida

January 1, 1997

New marketing and direct communication

Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks. Cutting out the middleman, relationship building and the ability to anticipate the customer's ever-changing moods are believed to be...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Mirjam C. Raaijmaakers

November 1, 1996

Are you talking to me?

In the rapidly growing markets of Asia, new products, brands and services will increasingly compete for consumer attention. As marketers move towards building global brands, the need for market data which are actionable and provide real insight into...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Martine Thiesse, Finola Gowers

November 1, 1996

Will this kill that?

Will new on-line media - particularly Internet-based ones - forever change the way we communicate? Will they forever change commercial communications such as advertising? Who will benefit, who will loose? How may marketing and research be affected?...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Philippe Boutié

September 1, 1996

Direct marketing and market research

Communication with customers has moved away from mass media and now the growth of direct marketing presents new challenges to market research. Some traditional market researchers show a reluctance to recognise and embrace the changes this implies....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Tony Cowling, Peter Dray

Company: KANTAR TNS Malaysia

September 1, 1996