Resources Library by ANA

Touchpoints II

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in motion by the mass adoption of interactive media.An...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Kathryn Koegel

June 14, 2004

VAI experience in LATAM

This paper describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited.Obviously the application of the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Antonio Miranda

June 14, 2004

When less is more

Global advancements in passive electronic audience measurement of Out-of-Home/Outdoor media look promising and are a great improvement over the old-fashioned travelog/diary or mere traffic counts approaches.However, there are obstacles to overcome in...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Tony Jarvis

June 14, 2004

Exposure data for online media in a mixed media planning database

The paper describes a new research approach designed to create a comprehensive planning database for online media vehicles.The model combines user-centric information (target group characteristics and media consumption) and site-centric data derived...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Gerhard Faehling, Johannes Schneller

Company: Institut für Demoskopie Allensbach GmbH

June 14, 2004

Measuring the complementary effects of online and offline media

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergistic effects.Yahoo! and Dynamic Logic have partnered...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Jeffrey Graham, Michele Madansky

June 14, 2004

Outdoor advertising recall

Much of the academic research of outdoor advertising recall predates the industry's many technological advances.This study updates past research and adds to our understanding of how new technology such as the 'smartboards' affect consumers' recall of...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Anne Cunningham, Renita Coleman

June 14, 2004

Demographic, behavioral and attitudinal changes in the migration from low-speed to high-speed Internet access

This paper explores some of the demographic, behavioral and attitudinal differences between home users with low-speed and high-speed Internet access.In addition, a logistic regression analysis is performed to help determine which of these differences...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Max Kilger

June 14, 2004

Modeling the power of "word of mouse"

A new approach to modeling the impact of bad corporate news spread through the internet is presented in this paper.Complexity Science concepts are used to simulate how a firm can respond to the spread emails which may damage corporate reputation....

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Bruce Grey Tedesco, Pat Kidd

June 14, 2004

Online measurement

The purpose of this paper is to present an analysis of the uptake of global broadband internet usage, the consequent development of media-rich websites that make full use of the additional bandwidth offered by broadband, and the new generation...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Richard Webb

June 14, 2004