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Research papers

Qualitative effects of media on advertising effectiveness

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness.Previous research has identified 39 distinct qualitative experiences involved in reading magazines and...

Catalogue: ESOMAR/ARF WAM Conference 2004: Print
Authors: Bobby Calder, Edward Malthouse
June 15, 2004
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Citation

Calder and Malthouse (2004a, June 15). Qualitative effects of media on advertising effectiveness. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/qualitative-effects-of-media-on-advertising-effectiveness


Research papers

A fresh look at estimating readership frequency distributions

This paper focuses on the frequency approach to measuring both average issue readership and publications turnover/casualness rates, with an emphasis on the measurement of turnover (or casualness) figures, and finds a respondent's proportion of...

Catalogue: ESOMAR/ARF WAM Conference 2004: Print
Authors: Gary Morgan, Sergey Dorofeev, Michele Levine
June 15, 2004
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Citation

Morgan, Dorofeev and Levine (2004a, June 15). A fresh look at estimating readership frequency distributions. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/a-fresh-look-at-estimating-readership-frequency-distributions


Research papers

Mall media

This paper reports on the emergence of a new US mass medium in enclosed shopping malls. The substantial reach and national coverage of enclosed malls is empirically demonstrated in support of this mass media status.The quality of shopper traffic is...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Bill Moult, Barb Johnson, Beth Corbett, Jim Spaeth
June 14, 2004
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Citation

Moult, Johnson, Corbett and Spaeth (2004a, June 14). Mall media. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/mall-media


Research papers

Unleashing the power of place

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message.However, two principal issues limit demand for this medium. The first...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Howard Parry-Husbands, Sharyn Smith
June 14, 2004
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Citation

Parry-Husbands and Smith (2004a, June 14). Unleashing the power of place. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/unleashing-the-power-of-place


Research papers

Atlanta and beyond

This paper focuses on the ways the best practices of traffic and media research have converged in an Out-of-Home ratings service, emphasizing what is new - and what remains the same - about audience measurement informed by those two fields.It also...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: William Rose, Joshua Chasin, William McDonald, James Tobolski
June 14, 2004
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Citation

Rose, Chasin, McDonald and Tobolski (2004a, June 14). Atlanta and beyond. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/atlanta-and-beyond


Research papers

Webmeter™

Internet usage in the Netherlands is currently measured in two different ways: either by counting all page views of websites by the website owner, or, as a commercial service, by panel measurement that supplies information on page views and unique...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Marion Appel, Enrico Verhulst, Rob Molenaar
June 14, 2004
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Citation

Appel, Verhulst and Molenaar (2004a, June 14). Webmeter™. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/webmeter-


Research papers

Applying professional surveying method to outdoor visibility

The paper describes the British poster visibility system: the research on which it is based, the classification of all roadside panels by surveyors using appropriate instruments, modelling the data, and application of the results to gross audience...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Derek Bloom
June 14, 2004
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Citation

Bloom, D. (2004a, June 14). Applying professional surveying method to outdoor visibility. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/applying-professional-surveying-method-to-outdoor-visibility


Research papers

Maturity matters

Evidence has been mounting that online advertising can be an effective marketing tool. This paper demonstrates that this effectiveness has actually been increasing over time, as advertisers have learned to use the new medium and the range of tools it...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Suzanne Moorey-Denham, Joao Neves, Anthony Romeo
June 14, 2004
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Citation

Moorey-Denham, Neves and Romeo (2004a, June 14). Maturity matters. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/maturity-matters


Research papers

Recognized in a split second

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised.The fieldwork was carried out by Inter/View and, later, Intomart Gfk. Brand Recognition and Product...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Lex van Meurs, Mandy Klerkx
June 14, 2004
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Citation

van Meurs and Klerkx (2004a, June 14). Recognized in a split second. ANA - ESOMAR. Retrieved April 07, 2026, from


https://ana.esomar.org/documents/recognized-in-a-split-second