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Research papers

In quest of the Holy Grail

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects.It is important that all media types are comparable from OTS...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Marion Appel, Herman Bos, Lucas Hulsebos
June 16, 2004
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Citation

Appel, Bos and Hulsebos (2004a, June 16). In quest of the Holy Grail. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/in-quest-of-the-holy-grail


Research papers

Seeking the Holy Grail

This paper explores the potential of single source research to measure the association of an advertising campaign by a major U.S. retailer to product purchase behaviours in their stores.In a 2003 Single Source research pilot, the same research...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Joan Fitzgerald, Tony Jarvis
June 16, 2004
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Citation

Fitzgerald and Jarvis (2004a, June 16). Seeking the Holy Grail. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/seeking-the-holy-grail


Research papers

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
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Citation

Moult, Johnson, Corbett and Spaeth (2004a, June 14). Mall media. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/mall-media


Research papers

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
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Citation

Parry-Husbands and Smith (2004a, June 14). Unleashing the power of place. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/unleashing-the-power-of-place


Research papers

Maturity matters

Evidence has been mounting that online advertising can be an effective marketing tool. This paper demonstrates that this effectiveness has actually been increasing over time, as advertisers have learned to use the new medium and the range of tools it...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Suzanne Moorey-Denham, Joao Neves, Anthony Romeo
June 14, 2004
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Citation

Moorey-Denham, Neves and Romeo (2004a, June 14). Maturity matters. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/maturity-matters


Research papers

Recognized in a split second

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised.The fieldwork was carried out by Inter/View and, later, Intomart Gfk. Brand Recognition and Product...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Lex van Meurs, Mandy Klerkx
June 14, 2004
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Citation

van Meurs and Klerkx (2004a, June 14). Recognized in a split second. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/recognized-in-a-split-second


Research papers

Touchpoints II

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in motion by the mass adoption of interactive media.An...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Kathryn Koegel
June 14, 2004
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Citation

Koegel, K. (2004a, June 14). Touchpoints II. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/touchpoints-ii


Research papers

VAI experience in LATAM

This paper describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited.Obviously the application of the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Antonio Miranda
June 14, 2004
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Citation

Miranda, A. (2004a, June 14). VAI experience in LATAM. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/vai-experience-in-latam


Research papers

Measuring the complementary effects of online and offline media

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergistic effects.Yahoo! and Dynamic Logic have partnered...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Jeffrey Graham, Michele Madansky
June 14, 2004
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Citation

Graham and Madansky (2004a, June 14). Measuring the complementary effects of online and offline media. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/measuring-the-complementary-effects-of-online-and-offline-media