Resources Library by ANA

Bringing the TV meters to the Gulf

The paper is divided in seven sections. The first section describes in brief the background of the UAE TV Meter System's implementation, outlining the size and the criteria followed in structuring the panel, as well as the period over which the...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Fady Rizkallah

January 1, 1994

Agencies' problems with advertisers in the Middle East

Agencies' Problems with Advertisers in the Middle East is the result of the application of BBDO's PDS  technology and is a sequel study to Advertisers' Problems with Agency Service in the Middle East, presented at the 1st ESOMAR/MERF/IAA...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Lance de Masi, Harout Krikorian

January 1, 1994

Experience of bringing multinational companies on shore

Unilever markets over 1000 brands of packaged consumer goods in seventy five countries. This activity accounts for three quarters of its global sales. Its well-tried market development strategy has been systematically applied to the Arabian Peninsula...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: R. Gopalakrishnan

Company: Unilever

January 1, 1994

Testing fragrances for personal products in the Middle East

In the Middle East, consumer testing of fragrances for personal products poses all of the same methodological problems as in other parts of the world, plus some particular problems having to do with the place of perfume in Moslem culture. The...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Ivor Shalofsky

January 1, 1994

Who is watching?

The world of TV is changing everywhere, majorly influenced by the advent of satelltites. This change increases competition between TV stations and as such has a major impact on TV audience measurement. Because of the increasing number of stations,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Thomas Neumann

January 1, 1994

Advertising consumption in the Middle East

Advertising research in the Middle East is often literal and frequently promotes the production of safe, literal TV commercials. But is the Middle East consumer really so literal? Or so under-estimated? By means of investigating the relationship...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Gordon Milne, Ian Maggs

January 1, 1994

The business climate in post Gulf War Saudi Arabia

The Gulf War had a profound impact on Saudi Arabia's political climate as well as its economic and market structures. Macro-economic dislocations have included sizeable budget deficits and dwindling financial reserves, not only due to the direct...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Nicos Rossides

January 1, 1994

How to get quality qualitative research

This paper is an abridged and slightly updated version of a paper that I gave in Rome in 1993. It is a critical account of our experience of qualitative research in the developing countries of the world, especially in the Middle East, which has led...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Tom O'Dwyer

Company: Unilever

January 1, 1994

Research contribution to brand positioning

This presentation charts the contribution of research to development of Immac as a brand in the depilatory category and hence one of the more sensitive areas in this segment. We outline the key stages of research used in developing the brand...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Roger Hawa

January 1, 1994