Resources Library by ANA

Multi-media

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Peter Callius, Peter Masson

Company: Bucknull & Masson

June 18, 2003

The curse of the Leverhulmes

Historically, much of what we have learned about payback to advertising has come from tracking Consumer Packaged Goods (CPG) on television. The data typically show that advertising investments do not payback short term, but require several years....

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Erwin Ephron, Gerry Pollak

June 18, 2003

Do you know what's driving your brand?

One of the on-going frustrations marketers have expressed about brand tracking research is 'given these results, what action should I take?' In part, this frustration stems from the inability to predict behavior from attitudes and perceptions, but it...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Joseph Plummer, J. David Phillips

Company: Microsoft

June 18, 2003

Evaluating the ROI of radio and billboards

This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Investment from advertising. The findings indicate that...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Brian Cusick, Rick Abens

Companies: Nielsen, Kraft Heinz Company

June 18, 2003

How different media channels change their positioning in a context of crisis

This paper is based on the recent extreme political and economic uncertainty in Argentina and which presented an opportunity to study the relationship between the public and the media mix in this situation.Based on research conducted by D'Alessio...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Nora D'Alessio, Carola Pradás, Constanza Flores, Esteban Coll

June 18, 2003

Data integration or fusion

This paper has two purposes: first, to evaluate the commonly used methods of mixed media analysis in the light of relatively new research amongst users of such techniques; and secondly, to re-visit a data integration technique, first described by...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Author: Paul Baynton

June 18, 2003

Is anybody home?

This paper discusses a method to incorporate out-of-home viewing in the TAM ratings. In some cases the audience profile of channels and their programmes could be dramatically different if this viewing behaviour would be integrated in the ratings.

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Authors: Lex van Meurs, Nelly Kalfs

Companies: Stichting Kijkonderzoek (SKO), GfK

June 17, 2003

The need for better consumer research to improve new technology forecasts

There is great interest in the development of television technologies such as PVRs, VOD and Interactive TV. Forecasting the consumer response to these new technologies should take the recent history of technology forecasting into account in order to...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Author: Horst Stipp

June 17, 2003

Walking the path

At the ARF/ESOMAR WAM Conference 2002, Initiative Media and MIT introduced the expression as a conceptual model of understanding the complex relationship between advertising message delivery, media channels, and audience engagement. In a dynamic...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Authors: Alex Chisholm, David Ernst, Stacey Lynn Koerner, Henry Jenkins, Sangita Shresthova, Brian Theisen

June 17, 2003