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Product integration: The gold behind the American Music Awards

Date of publication: June 21, 2005

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Company: OMD Group

Authors: Beth Uyenco, Rachel Mueller-Lust

Abstract:

ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004. The research compares brand and program metrics for the product integration compared to the same brand appearing in commercial exposures. Viewer's attitudes and reactions to the integration and the program were also explored.

Beth Uyenco

Author

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Rachel Mueller-Lust

Author

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Research Papers

The beauty of enhanced TV

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: David Ernst, Rachel Mueller-Lust

 

June 18, 2004

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Citation

Ernst and Mueller-Lust (2004a, June 18). The beauty of enhanced TV. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/the-beauty-of-enhanced-tv


Research Papers

DVR impact is not 30-second shattering

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: Rachel Mueller-Lust, Artie Bulgrin

 

June 23, 2005

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Citation

Mueller-Lust and Bulgrin (2005a, June 23). DVR impact is not 30-second shattering. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/dvr-impact-is-not-30-second-shattering


Research Papers

Progress towards media mix accountability

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: Roberta M. McConochie, Leslie Wood, Beth Uyenco, Chris Heider

Companies: Nielsen, OMD Group

June 23, 2005

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Citation

McConochie, Wood, Uyenco and Heider (2005a, June 23). Progress towards media mix accountability. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/progress-towards-media-mix-accountability


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Citation

Uyenco and Mueller-Lust (2005a, June 21). Product integration: The gold behind the American Music Awards. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/progress-towards-media-mix-accountability