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Research papers

Give us this day our daily effect

This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a telephone survey among 3,889 radio listeners and show us...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Authors: Karin Schut, John H. Faasse
June 17, 2004
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Citation

Schut and Faasse (2004a, June 17). Give us this day our daily effect. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/give-us-this-day-our-daily-effect


Research papers

Radio as a brand

This paper explores some of the strategies that have been developed and implemented to achieve this goal. It features an overview of the research undertaken to date that has underpinned the overall brand strategy. The strategy demonstrates a unified...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Author: Steve James
June 17, 2004
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Citation

James, S. (2004a, June 17). Radio as a brand. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/radio-as-a-brand


Research papers

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
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Citation

Schultz and Pilotta (2004a, June 16). Developing the foundation for a new approach to understanding how media advertising works. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/developing-the-foundation-for-a-new-approach-to-understanding-how-media-advertising-works


Research papers

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
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Citation

Gugel and Deniz (2004a, June 16). Multimedia exposure and variations in consumer response. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/multimedia-exposure-and-variations-in-consumer-response


Research papers

Cross media optimization

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limitations inherent in traditional approaches to...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Author: Rex Briggs
June 16, 2004
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Citation

Briggs, R. (2004a, June 16). Cross media optimization. ANA - ESOMAR. Retrieved April 27, 2024, from


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


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 27, 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 27, 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 27, 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 27, 2024, from


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