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Research papers
A new generation of brand controlling
Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Oliver Hupp
Company: GfK
September 14, 2003
Research papers
Changing equity of private labels: Western Europe
This paper addresses the role of private labels within the perspective of Western Europe and reviews the main factors affecting private label development within the region, the future of private labels vs. brands, and the impact of supercenters and...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Thomas Bachl
Company: GfK
September 14, 2003
Research papers
The Dutch outdoor study
In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for presenting results. This paper describes the research...
Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Lex van Meurs, Peter Kloprogge, Marcel van der Kooi
Company: GfK
June 20, 2003
Research papers
The pros and cons of using GPS in outdoor research
This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period. Following the explanation of the whole survey process, this paper...
Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Author: Andrea Mezzasalma
Company: GfK
June 20, 2003
Research papers
Is anybody home?
This paper discusses a method to incorporate out-of-home viewing in the TAM ratings. In some cases the audience profile of channels and their programmes could be dramatically different if this viewing behaviour would be integrated in the ratings.
Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Authors: Lex van Meurs, Nelly Kalfs
Companies: Stichting Kijkonderzoek (SKO), GfK
June 17, 2003
Research papers
If the future is grey, is the future bright?
The key focus of this study is to understand the impact of the ageing population on purchasing behaviour in FMCG markets. The authors attempt to determine whether purchase behaviour remains constant with age, focusing especially on store and category...
Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Andrew Czarnowski, Peter Gouw
Companies: KANTAR TNS Malaysia, GfK
March 30, 2003
Research papers
