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Research papers

Build, measure, learn

It's said that 95% of all purchasing decisions are not made consciously. In other words, brands that evoke our emotions always win. When it comes to designing a content marketing campaign, there's no such thing as a bad emotion! We'll show you...

Catalogue: Congress 2017: Visionary
Authors: Patrick Fagan, Sally Wu
September 4, 2017
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Citation

Fagan and Wu (2017a, September 04). Build, measure, learn. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/build-measure-learn


Research papers

The science of engagement

How do consumers interact with different forms of news content online? How engaged are users to various forms of native content, which is now an $8 billion industry? BBC's Science of Engagement research aims to answer these burning questions for...

Catalogue: Asia Pacific 2016: Get Connected!
Authors: Sally Wu, Patrick Fagan, Andrew Tenzer
May 19, 2016
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Citation

Wu, Fagan and Tenzer (2016a, May 19). The science of engagement. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/the-science-of-engagement-8660


Research papers

Measuring the brand effects of banner advertising campaigns

Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured. This paper discusses the...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Lars Bergkvist, Marcus Friström, Jonas Melander
June 1, 2001
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Citation

Bergkvist, Friström and Melander (2001a, June 01). Measuring the brand effects of banner advertising campaigns. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/measuring-the-brand-effects-of-banner-advertising-campaigns


Research papers

Customer magazine publishing

This paper brings together, for the first time, data on the key national markets for customer magazines, as well as presenting the world's first generic research into the effectiveness of customer magazines. The results are based on research...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Neil O'Brien
October 10, 1999
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Citation

O'Brien, N. (1999a, October 10). Customer magazine publishing . ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/customer-magazine-publishing-


Research papers

Models of the effects of advertising

An aggregate, numerical model is proposed to assess the effects of advertising. It is intended as an aid to advertisers and to an advertising agency. The main decisions it assists are about the size and allocation over time of the advertising budget,...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Simon Broadbent
June 15, 1982
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Citation

Broadbent, S. (1982a, June 15). Models of the effects of advertising. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/models-of-the-effects-of-advertising


Research papers

Area tests and consumer surveys to measure advertising effectiveness

The problem considered here is the measurement of advertising effectiveness, especially when the results are to be used to help decide how much to spend and what media types to use. We have found two techniques useful: area tests; and consumer...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Susanna Segnit, Simon Broadbent
June 15, 1980
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Citation

Segnit and Broadbent (1980a, June 15). Area tests and consumer surveys to measure advertising effectiveness . ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness-


Research papers

Advertising and promotional policy and research on its effectiveness

The subject here is a newspaper, treated not as an advertising medium but as a product to be promoted. The approach is simple and down to earth. The whole cycle is described, from a description of the product and its users to the determination of...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Basilio Riesco
June 15, 1980
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Citation

Riesco, B. (1980a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/advertising-and-promotional-policy-and-research-on-its-effectiveness-


Research papers

Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular

If one wishes to study the effect of advertising, a concise definition of the concept of ‘advertising’ is essential. In business-circles, the function of advertising is often defined: ‘advertising must sell’. Although it cannot be...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: R. G. Ogilvie, G. J. S. Wilde
June 15, 1980
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Citation

Ogilvie and Wilde (1980a, June 15). Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular . ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/determination-of-the-effect-of-advertising-by-means-of-the-scaling-techniques-in-general-and-the-semantic-differential-in-particular-


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980
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Citation

Tuck and Harvey (1980a, January 01). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895