Resources Library by ANA

Evaluating soft brand advertising on television including product placement and in-program brand exposures

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands will come out of the ad breaks and invade the...

Catalogue: Asia Pacific 2004

Authors: Akash Chawla, Yogesh Shendye, Atul Phadnis

Company: TAM Media Research

March 28, 2004

Developing the foundation for a new approach to understanding how media advertising works

Massive marketplace changes and several new research and analytical approaches have raised serious questions about 'how media advertising works' in the interactive, networked, global systems found in the 21st century media marketplace.Three new...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Authors: Don E. Schultz, Joseph J. Pilotta

June 16, 2004

Multimedia exposure and variations in consumer response

Multimedia reach and frequency applications are perhaps some of the most widely used tools in the media planner's analytic arsenal. These tools allow planners to craft media schedules using a variety of vehicles to reach a specific target audience a...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Authors: Craig T. Gugel, Tonya Deniz

June 16, 2004

Kaleidoscope project

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries.The results of a study...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Richardson Nelson, Andréa Lima, Paula Luz

October 24, 2004

Mall media

This paper reports on the emergence of a new US mass medium in enclosed shopping malls. The substantial reach and national coverage of enclosed malls is empirically demonstrated in support of this mass media status.The quality of shopper traffic is...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Bill Moult, Barb Johnson, Beth Corbett, Jim Spaeth

June 14, 2004

Unleashing the power of place

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message.However, two principal issues limit demand for this medium. The first...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Howard Parry-Husbands, Sharyn Smith

June 14, 2004

Radio: Is recent history destiny?

Radio has been 'repositioned' by TV as a 'less' effective medium for brand building. Media research often addresses the question 'How does radio as a medium differ from other channels?' instead of the more important question 'What can radio do for...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio

Author: Bill Ratcliffe

June 17, 2004

Webmeter, wherever you are

Internet audiences in the Netherlands are now measured in a unique panel survey, Webmeter. The aspect that makes this survey stand out in comparison to other methods is the measurement of individuals' internet behaviour from any browser, be it at...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Marion Appel, Camiel Camps, Sebastiaan Moesman

Company: GfK

June 20, 2005

The emotional drivers of advertising success

This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies.It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of...

Catalogue: Congress 2005: Making A Difference

Author: Graham Page

Company: KANTAR TNS Malaysia

September 21, 2005