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Research papers

Internet inclusive multi-media reach/frequency and optimization

The tools available to support Internet-related media planning and buying are in their early stages of development. Being mostly impression and/or page view-based, these tools are unable to account for reach, frequency of exposure and total...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Authors: James H. Collins, Daniel T. Mallett
June 12, 2002
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Citation

Collins and Mallett (2002a, June 12). Internet inclusive multi-media reach/frequency and optimization . ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/internet-inclusive-multi-media-reach-frequency-and-optimization-


Research papers

Computing unique user counts from server log files

ABC Interactive (ABCi), with cooperation of the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC), performed an analysis of different methods of measuring unique visitors for a sample of websites. The analysis demonstrates the...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Authors: Richard P. Bennett, Steve A. Guenther, Scott J. Hanson, Martha Stone
June 12, 2002
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Citation

Bennett, Guenther, Hanson and Stone (2002a, June 12). Computing unique user counts from server log files . ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/computing-unique-user-counts-from-server-log-files-


Research papers

Cross-media measurement

The Dove Nutrium Bar cross-media case study represents a breakthrough. It is the beginning of the answer of where online fits into the marketing mix. In answering this question, it applied a combination of best practice research techniques. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Rex Briggs
June 12, 2002
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Citation

Briggs, R. (2002a, June 12). Cross-media measurement . ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/cross-media-measurement-


Research papers

Optimising the effect of hybrid marketing campaigns

The Internet makes it easier to break target groups down to the level of 'one to one' marketing. Although this marketing dream is definitively a technical possibility, in practice it appears to be very difficult. People do not like to be approached...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Authors: Jeroen Rietberg, Meta Menkveld
June 12, 2002
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Citation

Rietberg and Menkveld (2002a, June 12). Optimising the effect of hybrid marketing campaigns. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/optimising-the-effect-of-hybrid-marketing-campaigns