Resources Library by ANA

Targeting the kaleidoscope

In 2003 COI commissioned a comprehensive, in-depth study of media use and attitudes to advertising among Britain's ethnic minority communities.This research was groundbreaking in a number of ways and is the largest project of its kind conducted in...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: David Foxon, Philly Desai

November 28, 2004

Overview of the telecommunications market in Russia

Cellular communications is the main segment of the telecommunications market in Russia that has been rapidly growing in the last years.The main indicators of growth are: cellular penetration and revenue exceeded wire line indicators in 2003; and...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Alexander Pankin, Olga Malinkina

Company: KANTAR TNS Malaysia

November 7, 2004

Kaleidoscope project

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries.The results of a study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Richardson Nelson, Andréa Lima, Paula Luz

October 24, 2004

A better practice approach for developing advertising

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising.By applying research and knowledge early on and at various stages of the advertising development and airing process, the Trident...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Gonzalo Perez-Duarte, Raúl Tena

October 24, 2004

It may not be wrong, but is it right?

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Ilan Lechter, Georgia Phillips

Company: Add+Impact International

October 24, 2004

Closed-loop marketing solution for CPG online advertising

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments - where and how can I reach my key segments...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Manjima Khandelwal, David Boyd, Kenneth Greenberg

September 19, 2004

You'll have to see this!

In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences.This paper will describe how this method was developed and how it is used for measuring ad...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Bas de Vos, Marije Andela

June 18, 2004

Media multiplexing in the United States

This paper investigates the phenomenon of media multiplexing whereby people consume small amounts of media content and then switch to another media channel.A profile of the differences in media multiplexing among a number of demographic groups is...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Author: Max Kilger

June 18, 2004

Gargling with Pepsi

The marketing opportunities available to the advertising and media industry have increased greatly over the past decade. Whilst we are able to measure the effect of traditional communication channels relatively well, what do we really know about the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Atul Phadnis, Julie Petersen

June 18, 2004