Resources Library by ANA

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

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

Touchpoints II

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in motion by the mass adoption of interactive media.An...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Kathryn Koegel

June 14, 2004

VAI experience in LATAM

This paper describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited.Obviously the application of the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Antonio Miranda

June 14, 2004

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

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

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

Multi-media

This paper focuses on the Reach and Frequency modelling of poster campaigns and the issue involved in making media mix evaluations.

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Peter Masson

June 14, 2004

Sex, ads and youth

The paper describes the work that has been carried out to understand how adolescents in post-communistic countries perceive sexual and erotic symbols in advertisement. There are reasons why these symbols would not be generally accepted. Research...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Author: Lenka Silerová

Company: Ipsos MRBI

April 18, 2004