Resources Library by ANA

Panel doubling operation

Within the extremely complex framework of Italian television, Auditel is working on doubling the meter panel and the adoption of new meters. This paper briefly describes the research structure and the choices concerning methods and technologies made...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: Walter Pancini, Giovanni Rampi

November 11, 1996

How TV campaigns work

This paper presents the results of the last in a series of surveys entitled Qualitaten der Fernsehwerbung, which describes in general terms the effective mechanisms of TV advertising in relation to actual exposure and uses this to derive media...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Christoph Wild

November 11, 1996

The French single source experience

The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: Laurent Battais, Laurent Spitzer

Company: MarketingScan

November 11, 1996

Some differences in planning are unavoidable

There is a best planning method for each advertiser across countries, but it must be applied intelligently, adjusting it to the genuine differences between countries. Differences in planning between countries, agencies or companies are mostly...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Thomas Neumann

November 11, 1996

Media fragmentation

This paper will highlight the impact of media fragmentation on overall television viewing habits in the United Kingdom and describe how the viewing of pre-recorded videos fits into this environment. Findings from the VideoTrak service will be used to...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: Elaine Safier, Caroline Stott

November 11, 1996

Living in the slow lane?

This paper questions the contribution that new information technology has made to the “sharp end” of the media business at the interface between the buyers and sellers of advertising. Although the author argues that the basic processes of...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Robert Hulks

November 11, 1996

To see or not to see

The outdoor medium will soon be the only mass reach broadcast medium. Until recently we have had very little data with which to compare the quality of one site against another or to understand how different types of contacts work both against...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Kate Lynch

November 11, 1996

New marketing and direct communication

Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks. Cutting out the middleman, relationship building and the ability to anticipate the customer's ever-changing moods are believed to be...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Mirjam C. Raaijmaakers

November 1, 1996

The lifetime value concept

The significance of relationships with customers has received strong emphasis in recent marketing literature. Relations should be profitable, which can be measured by means of the LifeTime Value (LTV) concept. In this paper, a model for measuring LTV...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Janny C. Hoekstra, Eelko K. R. E. Huizingh

November 1, 1996