Resources Library by ANA

Local market qualitative data

This paper presents a new approach to collecting qualitative information (consumer behaviour data) at the local market level, linked directly to media consumption. The STrategic Audience Research system, or STAR initiative for short, involves a...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Owen Charlebois, Mark Rousseau

June 15, 1996

Data base synergies

Most readily available industry data bases fail to answer the business questions which this paper addresses: How much might consumers spend on future media technologies and services? What qualitative information can differentiate one broadcast source...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Roberta M. McConochie, Tom White

Company: Nielsen

June 15, 1996

Tigers by the tail

We can expect to see Television audience measurement services expand to more and more developing countries in the near future. These markets are often characterised by widely varying levels of station coverage, television penetration and considerable...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Kenda Harris Rehayel, Philip Rich

June 15, 1996

Big talk, small talk

This paper outlines the semiotic/cultural analysis and qualitative research that went towards the creation of British Telecom's high- profile 'It's good to talk' advertising campaign. It charts the development of a culturally complex research and...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Monty Alexander

June 15, 1996

Mind mapping

This essay takes up the question: "How is brand represented in the consciousness of the consumer? And on the basis of this starting point, how can the different expressions or manifestations of brand be explained?" This exploration is based upon the...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Rudolf Sommer

Company: RSG Marketing Research

June 15, 1996

Consumers' preference for retailer's brands

In this paper we analyse which marketing-mix variables are key to sustain leading manufacturer's brands competitiveness versus retailer's brands. In order to address this issue we conducted an experiment with 454 actual consumers of the low...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Catherine Lewi, Jean-Nöel Kapferer

June 15, 1996

Developing a local soft drink brand

Please allow us to interrupt the stable course this ESOMAR seminar has taken so far. We have not set ourselves the task of presenting you with the most advanced technologies in marketing research, neither do we intend to stun you with sophisticated...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Tomas Tereba, Tomas Krasny

June 15, 1996

Electronic media research in societies in transition

On a global scale, societies and the mass media are in transition. Is electronic media research keeping abreast with the challenges of these massive changes? At the present time South Africa probably offers a unique case study in change : Both the...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Daan van Vuuren, Anina Maree

June 15, 1996

Market potential

Deregulation is creating competition in the communications industry, allowing telephone service providers, media companies and other firms to offer everything from local telephone services to video-on-demand. Businesses are especially being targeted...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Steven H. Cohen, Donald A. Anderson, Jill Hesser

June 15, 1996