Resources Library by ANA

Managing media planning and brand positioning across media platforms

A new tool, Touchpoint, uses co-branding theories to plan a media mix across platforms that best match the brand profile of an advertiser. This is done by matching the brand profile of the advertiser to that of a media vehicle through hundreds of...

Catalogue: WM3 2009: Change Is In The Air...

Authors: Fredrik Nauckhoff, Per Asberg, Carl Hemmingsson

Company: Nepa

May 7, 2009

Co-branding opportunities

Until now insight development in the credit card business has meant using focus groups, and giving a lot of weight to interpretation, especially in light of the investment nature of the card offer.Unfortunately this method offers only directional...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Howard R. Moskowitz

Companies: MasterCard, Moskowitz Jacobs Inc.

February 1, 2005

Conquering the mountain

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America.Covering a handful of different projects and countless business objectives, the paper provides an analysis of the key...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Sara Heathscott, Trenton Haack

November 28, 2004

Semiotics and narrative congruence

The paper describes the semiotic process of assessing potential co-branding projects, such as product placement in feature films, for narrative congruence.Narrative congruence assessment allows marketing professionals to determine whether a product...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Charles Leech, Kevin September

Company: ABM Research Inc.

April 18, 2004