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Research papers

Better planning by improved learning from campaign tracking research

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Alan Smith
October 20, 1998
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Citation

Smith, A. (1998a, October 20). Better planning by improved learning from campaign tracking research. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/better-planning-by-improved-learning-from-campaign-tracking-research


Research papers

Looking East, looking West

This paper concerns the planning, execution and communication of the results of Turkey’s first ‘industry’ readership survey. Three sets of problems needed to be resolved. First, Turkish media competition is intense, particularly...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Gülen Atakbek, Michael M. Brown
October 20, 1998
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Citation

Atakbek and Brown (1998a, October 20). Looking East, looking West. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/looking-east-looking-west


Research papers

Not all JICs (Joint Industry Committees) are created equal

This paper starts with a brief review of the various industry models around the world for organizing television and radio ratings research. The authors discuss the advantages and disadvantages of each approach. Then, using Canada as the context, and...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Owen Charlebois, James D. Peacock
October 20, 1998
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Citation

Charlebois and Peacock (1998a, October 20). Not all JICs (Joint Industry Committees) are created equal. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/not-all-jics-joint-industry-committees-are-created-equal


Research papers

The case of the near-sighted bombardier

Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. But this simple idea of how demo-targeting works is...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Ephron
October 20, 1998
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Citation

Ephron, E. (1998a, October 20). The case of the near-sighted bombardier. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/the-case-of-the-near-sighted-bombardier


Research papers

Benefits of radio advertising

This paper presents the results of the second wave of a basic study to show the effectiveness, in principle, of radio as an advertising medium. It describes how radio contributes to the effectiveness of mixed campaigns with TV, both in isolation and...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Sven Dierks, Christoph Wild
October 20, 1998
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Citation

Dierks and Wild (1998a, October 20). Benefits of radio advertising. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/benefits-of-radio-advertising


Research papers

Improving multi country media planning

The paper describes a project that has been launched in Switzerland (MUST) and is proposed to be extended internationally. A common currency for intermedia planning across national borders has yet to be established. Since reach figures need a high...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Weibel
October 20, 1998
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Citation

Weibel, E. (1998a, October 20). Improving multi country media planning. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/improving-multi-country-media-planning


Research papers

Back to the fundamentals of media research

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies, speeding up of mutations and acceleration of trends, dispersion of practices and explosion of rules, and inter-penetration between...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Dina Raimondi
October 20, 1998
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Citation

Raimondi, D. (1998a, October 20). Back to the fundamentals of media research. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/back-to-the-fundamentals-of-media-research


Research papers

Media research at a TV station

The paper makes the case that many TV stations underuse the opportunities offered by media research. We distinguish research for learning (program department, general management) and research for teaching (sales department). Preferably, both are...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Thomas Neumann
October 20, 1998
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Citation

Neumann, T. (1998a, October 20). Media research at a TV station. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/media-research-at-a-tv-station


Research papers

New realities in the media information market in Brazil

The paper considers the recent consolidation in the Brazilian media measurement market, with the change in ownership of traditionally established media research agencies, and the attempts of smaller agencies to enter that market. The reaction of...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Romeu Rössler Telma
October 20, 1998
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Citation

Rössler Telma, R. (1998a, October 20). New realities in the media information market in Brazil. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/new-realities-in-the-media-information-market-in-brazil