Resources Library by ANA

The art of the possible

This paper looks at the roles of the different communication channels, but particularly focuses on the synergistic relationship between them. A clear understanding of how above the line advertising works (and how TV advertising works in particular)...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Gordon Pincott, Cath Booth

Company: KANTAR TNS Malaysia

June 15, 1995

Consumer direct mail

This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by its rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Fiona Bell, Nick Francis

June 15, 1995

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Wim van der Noort, Irena Petric

June 15, 1994

BUSADS

This paper describes the bus audience model created by The MVA Consultancy to provide audience measurement of advertising on London's buses. The model was successfully launched in 1991 with the approval of JICPAR (Joint Industry Committee for Poster...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Carole Lehman, Catherine Dekker

June 15, 1994

The 1993 UIPP public opinion campaign

UIPP, the french national agrochemical association launched in 1993 a communication campaign on the theme "When you protect plants, you also protect humans". This campaign was on TV last summer and in the magazines during the autumn. The objective...

Catalogue: Seminar 1994: From Farmer To Consumer

Author: Isabelle Montigaud

June 15, 1994

Measuring the effectiveness of twin commercials as a way of standing out amidst the clutter

Twin Commercials are rapidly becoming popular in the Netherlands as a way of coping with clutter. A theoretical framework justifying the use of Twin Commercials hardly exists. What is really needed is research into the effect of repetition within...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: John H. Faasse

May 1, 1994

Who is really watching the commercials?

TV research does not measure peoples' actual contact with advertisements but rather the "opportunity to see" commercials. This paper addresses this issue and looks at various factors which may affect the chances of an opportunity actually being...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Phil Gullen

May 1, 1994

Selling beyond belief

Personal belief systems supported by social and community norms challenge the success of social campaigns to change traditional attitudes and behaviors, especially when the campaigns attempt to transport the values of developed countries to...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Mohamed Wafai, Jehan El-Tigi

January 1, 1994

AUDE

This paper discusses about AUDE (Analyse Unifiee des DonneEs), a new marketing tool, launched in FRANCE last fall 1992 and which has jointly been developped by SECODIP and MEDIAMETRIE. The two main topics addressed by AUDE are on the one hand TV...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Author: Alain Quaghebeur

Company: KANTAR TNS Malaysia

June 15, 1993