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Research papers

Building youth brands in a youthful country

India today is a youthful country and all brands are trying to be young. In a context where 24 -45 years old are being targeted as youth, building brands for the real youth (15-24 years) needs a new framework. It needs research that can experience...

Catalogue: Asia Pacific 2009: Competing On A World Stage
Author: Dheeraj Sinha
Company: Bates CHI & Partners
April 7, 2009
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Citation

Sinha, D. (2009a, April 07). Building youth brands in a youthful country. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/building-youth-brands-in-a-youthful-country


Research papers

The changing mindset of a billion minds

The opening of the Indian economy has opened up the minds of Indians. The emerging Indian mindset is finding its roots in the Kshatriya values of the traditional warrior class as opposed to the Brahminical values of the priestly knowledge class that...

Catalogue: Asia Pacific 2007
Author: Dheeraj Sinha
Company: Bates CHI & Partners
March 12, 2007
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Citation

Sinha, D. (2007a, March 12). The changing mindset of a billion minds. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-changing-mindset-of-a-billion-minds


Research papers

The impact of the new electronic media

This paper will trace the development of cable television in the U.S. from its early development for better TV reception in rural or remote areas, to the use of communication satellites to deliver programming across the entire country. We wiI I...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Barry M. Kaplan
Company: Bates CHI & Partners
June 15, 1986
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Citation

Kaplan, B. M. (1986a, June 15). The impact of the new electronic media. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-impact-of-the-new-electronic-media


Research papers

A quantified study on what people do during commercial breaks

By using a mostly forgotten research technique of observation, we were able to obtain, in an unorthodox way, a clear insight into how television, including the use of all new technology, is used during the commercial breaks. We were also able to...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Chris Horsley
Company: Bates CHI & Partners
June 15, 1986
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Citation

Horsley, C. (1986a, June 15). A quantified study on what people do during commercial breaks. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-quantified-study-on-what-people-do-during-commercial-breaks