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Research papers

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

Research papers

Engagement of the future

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement that will result from advertising and...

Catalogue: Latin America 2006
Authors: Robert Passikoff, Charlene Weisler, Pamela J. Batalis
Company: Brand Keys, Inc.
October 20, 2006

Research papers

When is perception reality?

This paper discusses the perception and reality of the concept of ease of use in the context of mobile devices amongst Brazilian, Argentinean, Mexican and Colombian consumers and retailers. Using a range of research methods, including depth...

Catalogue: Latin America 2006
Authors: Karla Costa, Philip Rhodes
October 20, 2006

Research papers

Colours personality segmentation

This study approaches, in exploratory way, the use of a Segmentation system by Personality Features to understand the differences of behavior of the Brazilians regarding the acquisition of private pension funds. This type of market segmentation is...

Catalogue: Latin America 2006
Authors: Silvio Pires de Paula, Sergio Beniamino
Company: Demanda
October 20, 2006

Research papers

Latin American profile, demographics and socio economic strata

Aiming to enhance the knowledge of the region with enormous potential for development and surprising diversity, the presenters have prepared an overview on the demographic profile of Latin America. A set of basic indicators has been selected (based...

Catalogue: Latin America 2006
Authors: Manuel Barberena, Norah Schmeichel, Bárbara Corrales
Companies: GfK, Pearson S.A. de C.V.
October 20, 2006

Research papers

The low income consumer

This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andean Region (Peru, Venezuela, Bolivia and Colombia),...

Catalogue: Latin America 2006
Author: Ana Cláudia Hernandes Fioratti
October 20, 2006

Research papers

Does fame always lead to fortune?

The paper describes the rules that are common to the successful use of celebrities in advertising as well as a study of examples of highly effective celebrity selections and less effective celebrity selections. The results are based on desk research,...

Catalogue: Latin America 2006
Authors: Silvia Quintanilha, Milton Souza
Company: KANTAR TNS Malaysia
October 20, 2006

Research papers

Merde a vous

This paper deals with the challenging task of communicating across different cultures. It's intended to shed some light onto the intricate values of Latin American cultures and identify those that are shared by most as well as those that keep...

Catalogue: Latin America 2006
Authors: Roberto Lobl, Luisa Fernanda Streber
Company: IBOPE Inteligencia
October 10, 2006

Research papers

The modern marketing researcher

This paper presents an ideal model and strategy of the modern marketing researcher based on the thoughts and ideas of Leonardo da Vinci.Our vision for the modern marketing researcher is rooted in the European Renaissance but applicable to the modern...

Catalogue: Latin America 2006
Author: Michael Francesco Alioto
Company: Market Probe International Inc.
October 8, 2006