Resources Library by ANA

The contribution of semiotics for the studies in advertising communication

This paper is divided into three parts. The first one presents the semiotical concepts employed and the presence of signs in human communication. The purpose of this part is to lay the theoretical basis of the study developed. The second part is...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Author: Affonso Barella

May 1, 1995

Evolution of mass media and the measurements of its audience in Latin America

The introduction shows that television has a higher share of ad spend in Latin America than in any other part of the world. This leads to an even higher share of television in the media research budgets. The following parts review the introduction...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Ricardo Mariño, Alberto Arnaldo

Company: IBOPE Inteligencia

May 1, 1995

Thinking of the future

This paper attempts to develop an analysis of Latin America based on the opinions gathered in a harmonized quantitative research survey conducted in nine Latin American / Caribbean countries. This was the first wave of a Tracking Study designed to...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Maria Helena Gama, Nelsom Marangoni

May 1, 1995

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Rosie Riley, Aurora Yasuda

Companies: KANTAR TNS Malaysia, IBOPE Inteligencia

May 1, 1995

The function and positioning of the market researcher regarding total quality programmes in Brazil

The objective of this paper is to discuss the challenge of the Total Quality Programmes for the market researcher. The philosophy of quality managing started to develop in Brazil in the late 1980's, following the track of world-wide trends. The...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Author: Maria Aparecida J.S. Schoenacker

May 1, 1995

A 2E2N approach to customer satisfaction surveys

This paper describes a two stage customer satisfaction methodology that identifies the relevant attributes in products or services, evaluates their importance degree, qualifies the attributes from the point of view of their nature, evaluates the...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Author: Luiz Sá Lucas

May 1, 1995

Environmental concern communication strategy and consumer behaviour

Companies are increasingly devoting more attention to environmental issues and using them in their communications efforts. This trend is much more clear in the international context, but firms in developing countries are also starting to explore the...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Armando Leite Ferreira, Paulo Ribeiro Daltro-Santos

May 1, 1995

Marketing and research today (May 1995)

In the previous issue of this Journal, the authors introduced the theoreticalside to semiotics. The major objective of this issue is to illustrate the separate items involved in semiotic applications. With a selection of concepts including the...

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

May 1, 1995

The paths of information

This paper looks for an answer for the new identity to be undertaken by newspapers, before the growing pressure being exerted on this media by the development of new means of data storage, access and distribution, particularly on line information. It...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Ana Konder, Ethel Scliar

May 1, 1995