Building Brand Equity Through Advertising
Presented October 2002 at the ARF Week of Workshops
A Years of research have shown that consumer perceptions and attitudes – measured collectively,...
Brand Equity, Loyalty and In-Market Performance; Lessons Learned So Far
Presented October 2000 at the ARF Week of Workshops
This paper presents useful facts for managing future brand strategies, such as: the role of brand...
Are We Looking in the Right Places: Pre-Testing and Sales Validation
Published February 2000 by Admap Publications
"Before we know if advertising is working, we need to know what it should be accomplishing. Only then...
Consumer and Advertising in the Americas: Are There Global Rules with Local Touch
Presented May 1999 at the ARF's 1st America's Conference in Toronto
"The purpose of this paper is to provide a better understanding of how...