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Research papers

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
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Citation

Graham and Madansky (2004a, June 14). Measuring the complementary effects of online and offline media. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/measuring-the-complementary-effects-of-online-and-offline-media


Research papers

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
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Citation

Cunningham and Coleman (2004a, June 14). Outdoor advertising recall. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/outdoor-advertising-recall


Research papers

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
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Citation

Kilger, M. (2004a, June 14). Demographic, behavioral and attitudinal changes in the migration from low-speed to high-speed Internet access. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/demographic-behavioral-and-attitudinal-changes-in-the-migration-from-low-speed-to-high-speed-internet-access


Research papers

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
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Citation

Tedesco and Kidd (2004a, June 14). Modeling the power of "word of mouse". ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/modeling-the-power-of-word-of-mouse-


Research papers

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
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Citation

Webb, R. (2004a, June 14). Online measurement. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/online-measurement


Research papers

Early learnings from Chicago

This paper provides an introduction to prior research on the use of GPS for measuring audiences to out-of-home media. It also describes the methodology and early learnings obtained by Nielsen Outdoor in developing a GPS-based audience measurement...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Wendy Malley, Ian Garland
June 14, 2004
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Citation

Malley and Garland (2004a, June 14). Early learnings from Chicago. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/early-learnings-from-chicago


Research papers

Looking for numbers

Studies over the years have attempted to document the relationship between consumers and ambient media. An array of research methods has been brought to the task: from focus groups to questions in syndicated studies to primary research in 'eyes-on'...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Cynthia Evans
June 14, 2004
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Citation

Evans, C. (2004a, June 14). Looking for numbers. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/looking-for-numbers


Research papers

The half-pregnant currency

The paper describes an alternative, non-reach/frequency currency that can be utilized by the outdoor media industry for the purpose of buying outdoor advertising.The non-reach/frequency currency described is an Outdoor Advertising Audit, providing...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Chris Modzelewski
June 14, 2004
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Citation

Modzelewski, C. (2004a, June 14). The half-pregnant currency. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/the-half-pregnant-currency


Research papers

Does online drive retail consumer purchases or the opposite?

How people simultaneously use various channels while searching and purchasing products and services becomes a major question should a firm intend to use the Internet as a complementary channel in the purchasing cycle of consumers aside from stores or...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Georges Mao
June 14, 2004
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Citation

Mao, G. (2004a, June 14). Does online drive retail consumer purchases or the opposite?. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/does-online-drive-retail-consumer-purchases-or-the-opposite-