Resources Library by ANA

Evaluating commercial communication effectiveness

The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Carlos Harding

Company: Ipsos MRBI

June 15, 1995

Simulated test markets

Simulated test markets (STM's) have developed extensively over the last 20 years; geographically, across product categories and at different levels of product development, i.e. from concept board to final marketing mix. Essentially all STM's...

Catalogue: ESOMAR Congress 1988

Authors: Carlos Harding, Bernard Nacher

September 1, 1988

Understanding consumer values

As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Chris Macrae, Carlos Harding

June 15, 1988

Assessor

With 10 years of use and 500 applications, ASSESSOR has enriched its capabilities as a model structure, has incorporated quite a few decision aids and is delivering experience data base services. The model is a simultaneous system which structures...

Catalogue: Seminar 1983: New Product Development

Authors: Jacques Blanchard, Carlos Harding

October 2, 1983