Resources Library by ANA

Putting market research at the heart of the media planning process

This paper looks at the challenges faced by advertisers in Latin America in making the most efficient use of their advertising budget. The paper starts by discussing what advertising efficiency is and how that can be optimised. It then goes on to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Aurora Yasuda, Scott Spence

Companies: IBOPE Inteligencia, KANTAR TNS Malaysia

June 15, 1999

Better planning by improved learning from campaign tracking research

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Alan Smith

October 20, 1998

Generation Golf

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car the Golf. Where traditional demographic profiling was not able to produce sufficient evidence to allow formulation of a target...

Catalogue: International Automotive Marketing Conference 1998

Authors: Sven H. Becker, Rolf Dielenschneider

June 15, 1998

A constructive approach to advertising testing

This paper proposes that advertising work, and therefore testing, be viewed from a new theoretical perspective; that of modern semiology. This perspective gives new insight into the constructive nature of meaning, the system of signification, the...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Author: Elizabeth Glaros

November 1, 1997

Quantifying creative contributions

This paper briefly reviews the historical development of advertising testing, with particular emphasis on those above-mentioned measures that have survived and which are of practical use in contemporary testing. A model-based multivariable pretesting...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Flemming Hansen

Company: KANTAR TNS Malaysia

September 1, 1997

Diagnostic evaluation

As media markets across Europe become more complex with new and different media channels available, there is an increasing onus on research to assess the performance of an advertisement in a particular medium as well as providing an understanding of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Hilary Gaines, Wendy Rolls

Company: KANTAR TNS Malaysia

June 15, 1997

Viewing and coverage of the billboard medium (Spanish)

This work is a contribution to an issue that has been the subject of numerous attempts - none of them successful - in the last years: the assessment of the audience and the coverage of the outdoors. The methodology proposed here should equip the...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Karla Mendes, Eneida Nogueira, Jose Reinaldo Riscal

June 15, 1997

Advertising increases market shares and media mix achieves most

There are still controversial opinions on how to quantify the contribution of classical advertising to market success. The development of advertising-effect-formulas, considering the calculable relationship between advertising expenditures and market...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Adrian Weser

June 15, 1997

Proof of performance

This report is based on a study of month-by-month brand share movements for twenty leading packaged goods brands - consisting of ten top magazine-only and ten top mixed magazine and television advertisers - over a two year period, and used an...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Alan Smith

June 15, 1997