Resources Library by ANA

All you need is love

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.However, recent studies show that emotions and feelings are much more important.These...

Catalogue: Latin America 2006

Authors: Michael F. Cramphorn, Georgia Phillips, Ilan Lechter

Company: Add+Impact International

October 25, 2006

Effective advertising

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Michael F. Cramphorn, Jesus Caldeiro

Company: Add+Impact International

June 15, 1999

Effective advertising (Spanish)

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Michael F. Cramphorn, Jesus Caldeiro

Company: Add+Impact International

June 15, 1999

Building universal brand equity

This paper compares the nature of the response to advertising in different parts of the world. The paper shows that people's reactions to advertising are a normal part of every individual’s repertoire of response behavior employed in all manner...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Michael F. Cramphorn

September 1, 1994

Are there bounds on brand equity?

Marketers have long sought to understand and benefit from the nebulous process by which consumers characterise and differentiate brands. The overall value of such differentiation applied to the choice process has come to be known as Brand Equity....

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Michael F. Cramphorn

June 15, 1992

Unravelling the advertising response function

Since 1980 Cadbury Schweppes Australia has been involved with an ongoing programme of advertising research. This paper reports analysis of a data-set of the reactions of target market viewers to 339 finished television commercials using the Viewer...

Catalogue: ESOMAR Congress 1988

Author: Michael F. Cramphorn

September 1, 1988