Resources Library by ANA

Monitoring brand health

Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly...

Catalogue: Congress 2005: Making A Difference

Authors: Gert Jan de Nooij, Sjoerd Koornstra

Company: Heineken

September 21, 2005

Managing corporate brands successfully

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This presentation introduces a perception-oriented measurement approach and...

Catalogue: Congress 2005: Making A Difference

Authors: Oliver Hupp, Siegfried Högl

Company: GfK

September 21, 2005

Desperately seeking ROI

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today's marketer. Much is riding on the proper evaluation and measurement of the efficacy, performance, cost, and impact of...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Author: William Siegel

June 23, 2005

From set top meters to set top boxes

The migration from analogue to digital television is compromising traditional, sample centric audience measurement techniques;- diaries and Peoplemeters.To address this, TNS has invested in a comprehensive programme encompassing research, new...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: George Shababb, Anthony Taylor

Company: KANTAR TNS Malaysia

June 23, 2005

Why a crowded platform beats a single source

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with the characteristics of delivery.With so many...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Tim Foley, Geoff Wicken

June 23, 2005

Webmeter, wherever you are

Internet audiences in the Netherlands are now measured in a unique panel survey, Webmeter. The aspect that makes this survey stand out in comparison to other methods is the measurement of individuals' internet behaviour from any browser, be it at...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Marion Appel, Camiel Camps, Sebastiaan Moesman

Company: GfK

June 20, 2005

Cherry-pickers and store switchers

This paper studies the effects that consumers' adopted shopping patterns have on their responsiveness to price changes in a heavily contested FMCG category (i.e. coffee). Two dimensions of shopping behaviour inclination to switch stores, and...

Catalogue: ESOMAR Retailing Industry Conference 2005

Author: Bernhard Treiber

April 19, 2005

Questionnaire length and fatigue effects

Questionnaire length and fatigue effects are generally considered relevant factors influencing several aspects of online data collection including, but not limited to, drop out rates in surveys and data quality, however there has been little...

Catalogue: ESOMAR Panel Research Conference 2005

Authors: Andrea LaBruna, Sandra Rathod

April 17, 2005

Product media index in Hungary

This paper describes a possible way to reduce the risk of a common client requirement, namely 'to know everything from one survey'.Facing the dilemma of unrealistically long questionnaires of single-source surveys from time to time lead us to find a...

Catalogue: ESOMAR Panel Research Conference 2005

Authors: Rita Vella, János Bacher

Company: GfK

April 17, 2005