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Research papers

Exposure data for online media in a mixed media planning database

The paper describes a new research approach designed to create a comprehensive planning database for online media vehicles.The model combines user-centric information (target group characteristics and media consumption) and site-centric data derived...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Gerhard Faehling, Johannes Schneller
Company: Institut für Demoskopie Allensbach GmbH
June 14, 2004
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Citation

Faehling and Schneller (2004a, June 14). Exposure data for online media in a mixed media planning database. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/exposure-data-for-online-media-in-a-mixed-media-planning-database


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 May 20, 2024, from


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


Research papers

Looking for numbers

Studies over the years have attempted to document the relationship between consumers and ambient media. An array of research methods has been brought to the task: from focus groups to questions in syndicated studies to primary research in 'eyes-on'...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Cynthia Evans
June 14, 2004
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Citation

Evans, C. (2004a, June 14). Looking for numbers. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/looking-for-numbers


Research papers

Internet applications in the total media mix

The paper demonstrates the contribution of the internet and its applications to advertisers' total media plans. The paper compares the potential strength of the internet, focussing on past campaigns that have been run using traditional media to cover...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Simon Nudds
June 14, 2004
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Citation

Nudds, S. (2004a, June 14). Internet applications in the total media mix. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/internet-applications-in-the-total-media-mix


Research papers

Multi-media

This paper focuses on the Reach and Frequency modelling of poster campaigns and the issue involved in making media mix evaluations.

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Peter Masson
June 14, 2004
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Citation

Masson, P. (2004a, June 14). Multi-media. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/multi-media-6372


Research papers

In-store advertising audience measurement principles

The objective of this paper is to describe the progress in developing an In-store Audience Delivery measure for the Point of Purchase Advertising International (POPAI). The Audience Delivery measure is being developed to provide the industry with a...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Doug Adams, Jim Spaeth
June 20, 2003
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Citation

Adams and Spaeth (2003a, June 20). In-store advertising audience measurement principles . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/in-store-advertising-audience-measurement-principles-


Research papers

OOH VS. other media

How efficiently does ambient media reach and affect people? Does it do it as efficiently as Starbucks' investments in television, radio and print advertising? For last summer, the answer was yes, it was as efficient as the other media. This is a case...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Ann L. Breese, Donald E. Bruzzone
Company: Starbucks Corporation
June 20, 2003
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Citation

Breese and Bruzzone (2003a, June 20). OOH VS. other media . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/ooh-vs-other-media-


Research papers

Magazine reader involvement improves ROI

The Involvement Index, presented at WAM 2002, has been embraced as a breakthrough, enabling qualitative data to be effectively incorporated into the planning and buying process and sparking debate over the best ingredients for the Index, along with...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Author: Britta C. Ware
June 19, 2003
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Citation

Ware, B. C. (2003a, June 19). Magazine reader involvement improves ROI . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/magazine-reader-involvement-improves-roi-


Research papers

Specific issue reach and specific issue effects

The paper concentrates on a new method for the measurement of specific issue readership. By means of an electronic version of the Through the Book method with various issues of some twenty magazines the specific issue reach and the cumulating reach...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Authors: Arie K. den Boon, John H. Faasse
June 19, 2003
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Citation

den Boon and Faasse (2003a, June 19). Specific issue reach and specific issue effects. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/specific-issue-reach-and-specific-issue-effects