Resources Library by ANA

How can we measure the effectiveness of advertising?

At ad agencies, through pretest we measure the content of advertising, the concept, the mnemonics, the salient selling points, and visuals (typography, pictures/illustrations, copy) for the purpose of testing clarity, comprehension, accuracy,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mark Carassi

January 1, 1994

Problems in marketing market research

This paper is based on the findings of a case study done amongst local companies in the UAE who do not use research. The purpose of the paper is to identify the resistances and blocks that restrict the use of marketing research in the region with a...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Ahamed Hilmy Cader, Ravi Miglani

January 1, 1994

The application of retail audit information in the Middle East

This paper describes how standard Retail Audit data can be enhanced "Management Information". The dynamism seen in the F.M.C.G's in the Middle East markets over the past two years with the explosive launch of new brands has focused the emphasis of...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Tony Antoniou

January 1, 1994

The peace accord and its effects on consumer markets in the region

Undoubtedly, when real regional peace is achieved the Arab countries will face fierce competition from Israel's financial, manufacturing and services corporations. This threat must be realized and plans must be developed by Middle East countries to...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mustapha Assad

January 1, 1994

Brand equity

Brand Equity is a critical component of corporate value. It has been estimated that at least 15% of corporate profits are direct results of branding. Understanding brand equity contributes to appreciating the TRUE asset value of a corporation,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mansour Elganady

January 1, 1994

Sampling Jordan

Several common problems in designing and evaluating nationally representative sampling frames for countries in the Middle East are identified, with Jordan being used as a case study. Due to the absence of reliable information on several key...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mark Eggerman

Company: British Broadcasting Corporation (BBC)

January 1, 1994

The adaptation and implementation of market modelling techniques for the Middle East

Market modelling techniques are at the leading edge of market research technology, an increasingly important part of the technical armoury of marketing companies around the world. 'They cover a wide range of applications: from pricing research and...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Bryan Morrice

January 1, 1994

Copy research... who needs it?

This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking "expert opinion” as sometimes suggested by people in the...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mahmoud Aboul-Fath

Company: Procter & Gamble

January 1, 1994

Research tools for business strategies

The paper highlights the commitment of General Motors to marketing research, not for the sake of doing research but as a tool for making decisions and taking actions on the marketing scene. It shows how research has paid off for General Motors and...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Roy Rutherford, Peter Wise, Joseph Khoury

January 1, 1994