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Research papers

Advertising effect modelling

Measuring and modelling advertising effectiveness have attracted considerable attention from researchers and practitioners. This paper presents development, testing and applications of a new market model for advertising effect. It represents an...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Lars Grønholdt
November 11, 1996
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Citation

Grønholdt, L. (1996a, November 11). Advertising effect modelling. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-effect-modelling


Research papers

Fourth generation media planning systems

The purpose of this paper is to introduce a fourth generation media planning system that encompasses at the same time several media and several countries in a multiple objectives perspective.

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Jean-Louis Laborie, Gilles Santini
November 11, 1996
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Citation

Laborie and Santini (1996a, November 11). Fourth generation media planning systems. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/fourth-generation-media-planning-systems


Research papers

Media planning processes

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personnel faced with the challenge of developing and...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Jayne Zenaty Spittler
November 11, 1996
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Citation

Spittler, J. Z. (1996a, November 11). Media planning processes. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-planning-processes


Research papers

Effective media planning in Russia

The paper describes the real situation with media planning and media research in Russia which may be similar to the problems of most developing countries but extremely complicated with the enormous geographical stretch of Russia. The main point...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Alexander Kostyuk, Illiya Slutsky, Alexey Krasnov
November 11, 1996
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Citation

Kostyuk, Slutsky and Krasnov (1996a, November 11). Effective media planning in Russia. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/effective-media-planning-in-russia


Research papers

MUST

This paper describes how more market profit can be derived out of media data when: A) users are offered easy and practice-oriented access to the data, and when; B) new data are created which can provide answers to old questions. The problem is that a...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Erwin Weibel
November 11, 1996
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Citation

Weibel, E. (1996a, November 11). MUST. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/must


Research papers

Quality, so what?

Relationship with a medium, in the sense of usage of and attitude towards a medium, is underestimated in media-planning. Reading intensity seems to be a good indicator for page exposure, so for the opportunity to see an advertisement. Satisfaction...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Piet L. C. Nelissen, Jolanda van Kesteren
November 11, 1996
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Citation

Nelissen and van Kesteren (1996a, November 11). Quality, so what?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/quality-so-what-


Research papers

The holy grail at a bargain basement price?

This paper reports on AGB’s introduction of a new single source type survey into the New Zealand and Australian markets. Combining the industry accepted currencies of TV viewing and print readership the New Zealand model adds a product...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Geoff Isaac, Brian Milnes, Park Beede
November 11, 1996
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Citation

Isaac, Milnes and Beede (1996a, November 11). The holy grail at a bargain basement price?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-holy-grail-at-a-bargain-basement-price-


Research papers

Panel doubling operation

Within the extremely complex framework of Italian television, Auditel is working on doubling the meter panel and the adoption of new meters. This paper briefly describes the research structure and the choices concerning methods and technologies made...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Walter Pancini, Giovanni Rampi
November 11, 1996
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Citation

Pancini and Rampi (1996a, November 11). Panel doubling operation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/panel-doubling-operation


Research papers

How TV campaigns work

This paper presents the results of the last in a series of surveys entitled Qualitaten der Fernsehwerbung, which describes in general terms the effective mechanisms of TV advertising in relation to actual exposure and uses this to derive media...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Christoph Wild
November 11, 1996
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Citation

Wild, C. (1996a, November 11). How TV campaigns work. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-tv-campaigns-work