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A Critical Review of "Managing Brand Experience: The Market Contact Audit™"
Raymond Pettit, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp.17-18

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

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Managing Brand Experience: The Market Contact Audit™
Jean-Louis Laborie and Amitava Chattopadhyay, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp.9-16

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

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New Lamps For Old
Mick Williamson, Admap, January 2002, Issue 424

In this article, The Research Business International describes what it claims to be a ground-breaking research methodology - Innervision - to identify consumers' emotional drivers and subconscious fee ...

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Multi-Country Communication Planning
Sue Elms, Admap, January 2001, Issue 413

Describes RADAR, a new multi-country study by Initiative Media. This shows how central planning and co-ordination of local communications for global campaigns, is effective, time-efficient and cost-ef ...

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Measuring audience for unaddressed printed matter
Pierre Calmard and Jaques Braun, ESOMAR, Congress, Instanbul, September 1996

More than 21 billion of unaddressed printed matter distributed in France in 1995! In Europe, like in France, unaddressed printed matter is a very special advertising support, thanks as much to the amo ...

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Media research in segmented markets: the application of a cost effective technology
J Pounds and M Cooke, FIPP Abstracts

This paper describes the development of an Automated Computer Survey System (ACTS), whereby respondent initiated telephone calls provide answers to questions asked by the computer. The system operate ...

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State of the art Multi Media Index
S Bron and S O Nielsen, FIPP Abstracts

The Danish Multi Media Index (DMMI) contains much information on all important media in Denmark. This paper describes the methods of measurements conducted for the different media as well as the very ...

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Theory and practice of the VA and VA+TV
R Speetzen, FIPP Abstracts

The fusion development work is being undertaken jointly by the two publishing companies Axel Springer and Heinrich Bauer, in cooperation with two private TV stations SAT.1 and PRO-7. The fusion proce ...

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Meet the cyberspace
Mark S. Rosenbaum, Market Research Abstract from: Marketing Intelligence & Planning, Vol 23, No 7, 2005, pp 636-647, (full text not available on WARC.com)

The paper aims to conceptualise the elements that define cyberspace (by analogy with landscape) and to assess how internet users respond to cyberspace based on their purpose and internet expertise lev ...

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Left brain marketing planning: a Forrester Research viewpoint
David Pickton, Market Research Abstract from: Marketing Intelligence & Planning, Vol 23, No 6, 2005, pp 537-542, (full text not available on WARC.com)

The paper aims to assess the impact of technological change on consumer behaviour, especially media habits. A two-stage approach (developed by Forrester Research) explored a range of media in the con ...

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