Resources Library by ANA

Evaluating commercial communication effectiveness

The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Carlos Harding

Company: Ipsos MRBI

June 15, 1995

Global branding

The paper considers the issues of global branding and its relationship with local marketing with particular reference to food and drink markets. We also consider whether a global brand really requires a totally global specification. We also argue...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: John Baker, Kieran Ryan

Company: KANTAR TNS Malaysia

June 15, 1995

Consumer direct mail

This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by its rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Fiona Bell, Nick Francis

June 15, 1995

The growing strength of the retailer and the effects on FMCG brand manufacturers

This paper takes as its starting point the UK and uses consumer panel data to examine the trends in retailer concentration and own lable on a long and short term basis. It considers the extent to which recent trends in the major multiples are part of...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Stephan Buck, Richard Piper

Company: KANTAR TNS Malaysia

June 15, 1995

Maximising the effectiveness of direct response television advertising

Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing. It is in the interests of all to try to ensure the medium is used with maximum efficiency. This study merges two sets of data, the audience to DRTV commercials...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Richard Fielding, Hugh Johnson

June 15, 1995

Broadcast sponsorship: The viewers' views

Britain has had commercial TV for almost forty years. The ’bargain’ with viewers - free TV for spot advertising - works well for Advertisers, and Research shows is very acceptable to viewers. Five years ago the commercial Broadcasters were...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Ivor Millman

June 15, 1995

Engineering a motor car that someone really wants to buy

From the standpoint of engineering (or designing) products, the case is argued for a marketing research approach that: identifies the key needs of different target groups and sets out to match them and satisfy them, within the product offer itself,...

Catalogue: Seminar 1995: Successful Product Engineering

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1995

European retail market structures

This paper considers evidence that there are common structures, in terms of types of retail offer, that each European retail market will tend towards over time. It takes a detailed look at two contrasting markets, the UK and Russia, to understand...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing

Authors: Mike Harris, Natasha Retejum

Company: KANTAR TNS Malaysia

June 15, 1995

More than just counting

Lakeside Shopping Centre, the largest in the south of England, is the subject of this presentation. A wealth of research has been conducted here over the 5 years it has been open. The purpose of the presentation is to demonstrate the types of...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing

Author: Heather Davis

June 15, 1995