Resources Library by ANA

Localization versus standardization of global advertising

The high purchasing power of many of the countries in the Arab World has encouraged the increasing presence of a wide variety of multi-national corporations (MNCs) in this region. In the quest for a unified corporate identity and aided by the fact...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Authors: Jehan El-Tigi, Mohamed Wafai

June 15, 1992

How global are global brands?

Based on a survey of 210 pan-European brand managers, this paper presents an empirical assessment of the state of the art in so-called "global branding. Among the main conclusions, it is shown that the "global brand is a myth: some facets of such...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Jean-Nöel Kapferer

June 15, 1992

Standardization of health measurement for different indications

A comparison of treatment regimes in the health service shows that different demands are made of the measuring instruments depending on the indication and national pecuharities. In searching for the most universally applicable procedure possible, we...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: Peter Becker

June 15, 1991

Internationalisation of qualitative research

This paper reports on a series of projects conducted in Europe, the U.S, the Middle and Far East, designed to explore the practicalities and benefits of standardising International Qualitative research. The problems facing standardisation of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Peter Cooper

Company: QRi Consulting Ltd.

September 1, 1990

Global advertising

Two opposing philosophies have divided the multinational advertising and marketing community. 1) There are certain universal consumer needs and values; therefore, it is possible to develop, a standardized advertising campaign in one market and export...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Peter Klein

June 15, 1990

Research requirements of a mail order house

For La Redoute, 1992 Europe is a process in which the group has already engaged itself. Irrespective of the measures taken at Community level, La Redoute has to ask itself two fundamental questions: our trade at European level, can it be...

Catalogue: Seminar 1990: Countdown to 1992

Author: Martine Lekeu

June 15, 1990

Standardizing research in a heterogeneous Europe?

Structural changes in Europe and in the environment of the firm are affecting European marketing strategies and the need for information. Information will have to be future-oriented, will have to predict consequences, will have to cover the European...

Catalogue: Seminar 1990: Countdown to 1992

Author: Dirk Huisman

Company: SKIM

June 15, 1990

The ARF audit of procedures for media audience research studies

This report describes a new framework for ARF audits of media audience research surveys. The goals of the new framework which is called “The ARF Audit of Procedures” are to expedite and standardise the auditing process and reporting and to...

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

January 1, 1990

A new segmentation tool for marketing in the 90's

The main topic of this paper is the analysis of new needs for information about customers in the context of international marketing in the 1980's and, especially, in the 1990's. Bernard Cathelat, initiator of life style studies since 1970 and his...

Catalogue: ESOMAR Congress 1989

Authors: Bernard Cathelat, Roger Wyss

September 1, 1989