Resources Library by ANA

How corporate reputation measurement can be a part of every CEO's KPIs

This paper focuses on an integrated and holistic approach to reputation measurement within the National Australia Bank (NAB) - one of Australia's largest commercial banks. This approach has incorporated a number of key studies to deliver...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: John Marinopoulos, Wesley Hill

September 14, 2003

Changing equity of private labels: Western Europe

This paper addresses the role of private labels within the perspective of Western Europe and reviews the main factors affecting private label development within the region, the future of private labels vs. brands, and the impact of supercenters and...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Thomas Bachl

Company: GfK

September 14, 2003

Maximizing shareholder value by bridging the metrics of finance and marketing

The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business. An analytical framework for trading off short-term returns of marketing expenditures versus long-term value building of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Stefan Daiberl, Stuart Agres, Bill Moult, Jim Spaeth

September 14, 2003

The abandonment of quality and value

Few would argue that supplier consolidation is reshaping the fundamental landscape of the market research industry. Very little attention, however, has been devoted to the long-term impact of this trend on customers, especially those seeking large,...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Author: C. Frederic John

Company: MasterCard

January 1, 2000

The shock of the new

In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research. The aim of this paper is to help clients and qualitative researchers evaluate how if at all such technological...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Andy Barker, Clive Nancarrow

September 1, 1999

The impact of consumers' commitment to existing brands on new product launch strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: John Rice, Jan Hofmeyr

September 1, 1999

How Internet advertising works

This presentation reviews research on the impact of different forms of online advertising presents the authors’ analysis of the findings and suggests directions for future research. The main conclusions are first that advertising on the...

Catalogue: ESOMAR Net Effects 1999

Authors: Horst Stipp, Rex Briggs

Company: KANTAR TNS Malaysia

June 15, 1999

Impact test on the Internet

The dramatic increase of Internet usage is accompanied by a similar increase of advertising spending on this new communication vehicle. However accurate measurements of the effectiveness of Internet advertising were ...

Catalogue: ESOMAR Net Effects 1999

Authors: Claudia Willner, Martin Mayr

June 15, 1999

Internet as a marketing tool for operators and vendors in the telecommunication industry

As online marketing activities are growing and becoming an essential part of the overall marketing approach it is important to measure effectiveness of this new media in terms of its impact on sale, with respect to traditional marketing media.

Catalogue: ESOMAR Net Effects 1999

Authors: Massimo De Sanctis, Simona Collová

June 15, 1999