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Research papers

The potential power of digital creative

While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the ad industry provides a range of creative options,...

Catalogue: Congress 2016: #WOW
Authors: Cortney Henseler, Samuel Kim, Matthew Sharp
September 22, 2016
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Citation

Henseler, Kim and Sharp (2016a, September 22). The potential power of digital creative. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-potential-power-of-digital-creative-8892


Research papers

Path to purchase

Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This paper will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its...

Catalogue: Congress 2015: Revelations
Author: Stephen P. Needel
October 1, 2015
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Citation

Needel, S. P. (2015a, October 01). Path to purchase. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/path-to-purchase


Research papers

Impact with a twist...or the winded path from insight to action

Expect an epic Irish story involving Bord Bia (the Irish Food Board), Origin Green (sustainability initiative) and Brand Ireland (nation branding initiative)  supported by a multitude of actors from creatives to the Irish government.In our...

Catalogue: Congress 2015: Revelations
Authors: Doerte Toellner, Helen King
Company: Point-Blank International GmbH
October 1, 2015
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Citation

Toellner and King (2015a, October 01). Impact with a twist...or the winded path from insight to action . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/impact-with-a-twist-or-the-winded-path-from-insight-to-action--8576


Videos

The path to purchase

Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This presentation will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research...

Catalogue: Congress 2015: Revelations
Author: Stephen P. Needel
June 15, 2015
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Citation

Needel, S. P. (2015a, June 15). The path to purchase. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-path-to-purchase


Videos

Impact with a twist...or the winded path from insight to action

Expect an epic Irish story involving Bord Bia (the Irish Food Board), Origin Green (sustainability initiative) and Brand Ireland (nation branding initiative) – supported by a multitude of actors from creatives to the Irish government.In our...

Catalogue: Congress 2015: Revelations
Authors: Doerte Toellner, Helen King, Christoph Welter
Company: Point-Blank International GmbH
June 15, 2015
×

Citation

Toellner, King and Welter (2015a, June 15). Impact with a twist...or the winded path from insight to action . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/impact-with-a-twist-or-the-winded-path-from-insight-to-action-