Resources Library by ANA

Untangling the confusion of TV scheduling theories

This paper discusses the distinctions that should be made in media scheduling between the theories of how advertising works (response functions and decay) and the tactics of media buying (cover and frequency). It draws on the modeling analysis work...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Jayne Zenaty Spittler

August 1, 1999

Media in mind

The overriding aim of the research is to gain a clear understanding of the specific relationship between consumers and their consumption of advertising for all media. Through a mixture of detailed diary data and self-completion questionnaires media...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Jim Kite

August 1, 1999

Some ratings are more equal than others

It is commonly accepted that not all rating points are equal in their value to advertisers. Agencies and advertisers put increasing pressure on broadcasters to deliver particular criteria: programmes dayparts centre breaks position in break etc....

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Julian Dobinson

August 1, 1999

Joint probabilisation of audience data provided by different surveys

This communication presents an audience probabilisation method taking into account different surveys (cross-sectional GRP data surveys audience panels consumer panels etc.). It analyses the new radio probabilisation system carried out since 1998...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Jean-Luc Stehlé, Jean-Louis Chandon, Pascal Mauris

Company: Mediametrie

June 15, 1999

New multimedia-based methods of marketing research for the publishing industry

This paper discusses the use of ‘simulation technology' (multimedia simulation systems) in marketing research for the publishing industry it starts from an investigation of the concept and the essential features of simulation and shows how...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Kenneth Tobyn, Bruno Patierno

Company: SCENARI SRL

June 15, 1999

Public opinion migrants, brand migrants

This paper shows how the analytical tools used in demographic research can also be useful for voting behavior research and marketing research about mass consumption. We develop origin-destination matrices of voters and consumers and derive indicators...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Juan Jose Calvo, Alain Mizrahi

June 15, 1999

Helping newspapers compete with electronic media

Not all people read newspapers in the same way. Some readers want to look only at the ads others only the headlines. In classifying individuals by their motivation for reading newspapers we discovered live distinctly different types of people that...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Seija Nurmi, Virpi Nurmilaukas

June 15, 1999

Coordinating globality and peculiarity

This paper examines the role of research in the process of adapting international publishing products to local markets. In this specific case the goal was to adapt a computer magazine that had been successfully launched in Germany to the Spanish...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Charo Valencia, Paloma Fontcuberta, Maria Moro

June 15, 1999

Different customer strategies to face the powers of banks

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Vera Aldrighi

June 15, 1999