Resources Library by ANA

Media performance indicators

Communication Management is the planning, implementation, control, evaluation and optimisation of marketing communication. It is often viewed by advertisers as vital for optimal results from their marketing communication efforts. This paper describes...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Author: Arie K. den Boon

June 13, 2002

Pay for attention, not for impressions

With increasingly more media choices, each capturing less time with over-solicited consumers, attention is the new benchmark in advertising. It is no longer enough to reach prospective consumers; advertising must emotionally connect with them. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Author: Britta C. Ware

June 13, 2002

Print monitor

This paper describes the Print Optimization Monitor (POM), a research tool designed to not only measure the affinity of certain target groups to individual magazines, but also those contents with an above average or below average opportunity of...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Author: Uwe Czaia

Company: CZAIA Marktforschung GmbH

June 13, 2002

Daily reach using SMS

The newspaper industry has never informed advertisers of the number of persons that read a newspaper on one specific day. Subscription newspapers say that readership does not fluctuate significantly over time and readership does not fluctuate from...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Authors: Leif Widman, Lena Vogelius

June 13, 2002

The reach and frequency approach to advertising planning on the Internet

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class (PMEC).While helpful in informing thinking about...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Authors: Steve Coffey, Mainak Mazumdar

June 12, 2002

Online audience distribution and duplication

The research described in this paper provides a new look at how consumer behavior insights can be utilized to maximize the effectiveness of an online media plan. Specifically, the paper focuses on two key areas of online measurement currently not...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Author: Michael Zeman

June 12, 2002

Forecasting reach, frequency and GRPs on the Internet

Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number of web users who see advertisements. This paper...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Author: John Chandler-Pepelnjak

June 12, 2002

Online research alternatives

This paper provides an overview of how Time Inc. migrated from traditional mail/telephone surveys to online research in order to provide current and prospective advertisers with unique tools to obtain further insight into its reader base. The authors...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Authors: Caryn Klein, Kevin Lonnie

June 12, 2002

Reaching children online

The ongoing 'Future of the Internet according to kids' study reveals children's opinions on how this medium is changing the way that they communicate. Understanding media consumption patterns, information sourcing, e-commerce influences and...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Author: Jorian Clarke

June 12, 2002