Resources Library by ANA

Asian youth and implications for marketing strategies

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: Mariko Yasue, Gu Xiang Wen

Company: Dentsu Macromill Insight

June 15, 1998

The stochastic conditional hierarchy of brand values

This paper proposes a hierarchy of brand values which must be met in order for a brand to be properly positioned in a meaningful long-term and a strategically-competitive manner. These brand values include generic properties functional attributes ...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Martin C. van Herk

June 15, 1998

Capturing the elusive brand

This paper looks at the changing environment of brand research and assesses the implications for exploring brand equity quantitatively within the context of brands of similar status outside the immediate product area within the retail environment...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Mary Short, Sarah O'Brien

June 15, 1998

Media continuity VS. concentrated flights

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies....

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Authors: Patrick Ballarin, Laurent Battais

Company: MarketingScan

June 15, 1998

Advertising creative strategies in Asia

This paper gives an overview of consumers' evaluation of TV advertising expression in China and Thailand, and identifies the route and mechanisms which form their appreciation and attitude towards advertising. A number of denominators to increase the...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: Fumie Tanaka, Mariko Yasue

Company: Dentsu Macromill Insight

June 15, 1998

Global guidelines for television audience measurement

The international joint industry Audience Research Methods (ARM) Group plans to publish GGTAM, its Global Guidelines for Television Audience Measurement, in spring 1999. This paper first reviews the origin of these internationally endorsed and...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Author: Peter Menneer

June 15, 1998

Cross-cultural segmenting and brand extension

Mercedes-Benz launched its first mini-car the A-class in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway revealed five major segments. All five segments had...

Catalogue: International Automotive Marketing Conference 1998

Authors: Erik Olson, Hans Mathias Thjomoe

June 15, 1998

A new dimension of Internet research

The following paper presents a new research tool N Viz which enables online researchers to randomly sample visitors of singular websites and web pages. The first part overviews the relevance of the tool for advertisers. The N Viz methodology is...

Catalogue: The Worldwide Internet Seminar 1998

Authors: Rolf Pfleiderer, Johan Gente

Company: Burke, Inc.

June 15, 1998

An experiential approach to new product development and testing

This paper describes the benefits of using consumer laboratories rather than traditional market research approaches to more accurately predict customer purchase behavior. This approach has proven particularly valuable in new product development and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Barbara Hisiger, Pradeep Bansal

June 15, 1998