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Research papers

Untangling the European web

This paper examines demographic and targeting benchmarks for online media planning taking a critical look at the currently used terminology and suggests new approaches such as the link of frequency of web usage mid intensity (surfing time).

Catalogue: ESOMAR Net Effects 1999
Authors: Jennifer Baum, Susanna Rehbein
June 15, 1999

Research papers

Keeping track of the users

This paper aims to provide insight into the role and value of Web advertising and media planning. Three criteria are seen as playing a role in the media planning process: quantitative reach, qualitative reach, and costs. A literature review shows...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Anita Elberse, Edith Smit
October 20, 1998

Research papers

Better planning by improved learning from campaign tracking research

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Alan Smith
October 20, 1998

Research papers

Looking East, looking West

This paper concerns the planning, execution and communication of the results of Turkey’s first ‘industry’ readership survey. Three sets of problems needed to be resolved. First, Turkish media competition is intense, particularly...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Gülen Atakbek, Michael M. Brown
October 20, 1998

Research papers

The case of the near-sighted bombardier

Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. But this simple idea of how demo-targeting works is...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Ephron
October 20, 1998

Research papers

Benefits of radio advertising

This paper presents the results of the second wave of a basic study to show the effectiveness, in principle, of radio as an advertising medium. It describes how radio contributes to the effectiveness of mixed campaigns with TV, both in isolation and...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Sven Dierks, Christoph Wild
October 20, 1998

Research papers

Improving multi country media planning

The paper describes a project that has been launched in Switzerland (MUST) and is proposed to be extended internationally. A common currency for intermedia planning across national borders has yet to be established. Since reach figures need a high...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Weibel
October 20, 1998

Research papers

Untangling the confusion of TV scheduling theories

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience- delivery-based media planning concepts of reach and frequency. This paper discusses distinctions that should be made...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Jayne Zenaty Spittler
October 20, 1998

Research papers

Data standardization, data warehousing and data mining

The paper describes the process of standardization adopted in the last three years by the Center for Information about the Media (CIM) to unprove the quality and safety of data exchanges coming from audience surveys. The data are collected by field...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Christian Lemer, Renée Lokker
October 20, 1998