Resources Library by ANA

Retailers as media destinations

This research study is a comprehensive analysis of the efficacy of the emerging in-store medium.The multi-phased study covers a number of different aspects and simplifies the overall challenge of understanding this emerging radio opportunity. The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Craig T. Gugel, Robert Wolf, George Wishart

June 21, 2005

Viewer response to branded integration

This paper presents current findings regarding response to various on air branded integrations. Actual case studies are presented, as well as analyses from Q4 2004 and trends based on over 1.5 years of data (September 2003 - March 2005.)The data have...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Barbara Zack, David Kaplan

June 21, 2005

Putting products in the program

The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product's integration into the program narrative. The study measured...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Paul Street, Mark Husak, Robert Dilworth, Julian Lai

Company: MindShare

June 21, 2005

A theoretical and empirical study of product placement quality

Based on expert, domain knowledge and experience, academic advice and guidance, as well as an extensive meta-analysis of existing advertising, awareness, involvement, and perception studies, iTVX, in collaboration with OTX Research of California...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Raymond C. Petit, Frank Zazza

June 21, 2005

Beyond online advertising

The overall objective of the paper is to share the results of over five years long analysis of leading consumer websites that demonstrates how many leading brands have underutilized the marketing capacity of their websites. Through actual metrics the...

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

Author: Laurent Florès

Company: MetrixLab

June 20, 2005

The role of fragrance in the brand personality of consumer products

This paper explores the role of fragrance in defining a brand's personality at the point of purchase relative to its packaging. Louis Cheskin's concept of Sensation Transference provides the basis for this exploratory research.Results contained...

Catalogue: ESOMAR Fragrance Research Conference 2005

Authors: Maryana Kaplan, Kendra Zarrilli

Company: Q Research Solutions, Inc.

May 15, 2005

What do you plan to buy in the store today?

The paper presents results from a dual study based on pre- and post interviews with 600 grocery shoppers who shopped both virtually and in real life in 'the same store'.The shoppers were asked to identify products that they had just purchased on...

Catalogue: ESOMAR Retailing Industry Conference 2005

Authors: Bjørn Haugland, Ingvar Tjostheim

April 19, 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

When market estimation goes astray

This paper examines the magnitude and key drivers behind purchase intent or adoption over-estimation across three different technology product categories. Overestimation (as a behavioral projection of slightly better known problems such as approval...

Catalogue: ESOMAR Conference on Digital Futures 2005

Authors: Tânia Hojo, Fabián Echegaray, Adriana Cordeiro

Company: Market Analysis

March 1, 2005