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Research papers

Heineken goes mobile in emerging markets

Heineken, one of the world’s largest beer brands, has deep roots in Africa, Algeria, Egypt, Tunisia and The Middle East. In traditional markets like North America and Western Europe, growth rates are stagnant. Emerging markets, like Africa and...

Catalogue: Latin America 2014: Accelerating Growth
Author: Miguel Ramos
Company: Forsta
April 4, 2014

Research papers

Measurement of brand effectiveness of online advertising

How people find a company or product brand on the Internet is a major question if one intends to use the Internet to build brand awareness, perception and loyalty. In order to find an answer to this question, a study was conducted among a large...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Liesbeth Hop
June 1, 2001

Case studies

Make a wish

To date, the majority of research metrics have been largely geared towards direct marketers. Recently more tools are becoming available to allow organizations to measure the brand effectiveness of their online campaigns using relevant metrics such as...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Ethan Rapp, Mainak Mazumdar, Julie Hootkin
June 1, 2001

Research papers

Brand building in the new frontier

Streaming Media is the generic name for software solutions that allow the delivery of audio and video content over the Web. An exciting new online advertising medium involves using Streaming Media to present videostyle advertisements to Internet...

Catalogue: Latin America 2001
Authors: Fabian Hernandez, Susan Blank
Company: KANTAR TNS Malaysia
May 1, 2001

Research papers

Radio sells

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Uwe Domke, Christoph Wild
April 1, 2001

Research papers

Streaming media on the Web

In March 1999, Millward Brown Interactive conducted the first test ofStreaming Media on behalf of RealNetworks and their client 800.com.The results showed a very strong and statistically significant increase inad awareness and brand awareness for...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Nigel Hollis, Susan Blank
Company: KANTAR TNS Malaysia
November 1, 2000

Research papers

Brand, style, territories

This paper addresses the importance of brands (particularly clothing brands) and their symbolic capital to youth in suburban Paris.

Catalogue: Ethnic Marketing 2000
Authors: Danielle Greenfield, Serge Laminana
Company: SORGEM IMR
July 1, 2000

Research papers

Customer magazine publishing

This paper brings together, for the first time, data on the key national markets for customer magazines, as well as presenting the world's first generic research into the effectiveness of customer magazines. The results are based on research...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Neil O'Brien
October 10, 1999

Magazines

Revue Française du Marketing 1999 (N. 172)

Ce numéro spécial consacré au parrainage sportif prend encompte cette double perspective sociétale d'abord et managérialeensuite. Il existe au moins deux manières de cerner le concept de parrainage sportif. La...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
February 1, 1999