Resources Library by ANA

Quality of television publicity impacts

This paper is devided in five chapters. The first one us dedicated to the enourmous contribution of Rating TV adversiting audience, mainly through its quantifing relation. Nevertheless, we should point out that this methodology provides straithgt...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Ricardo Romero de Tejada

June 15, 1995

How car advertising works?

Car advertising provides a privileged field to analyze how advertising works, given the weight of the investments, and the level of consumers' involvement. For 10 years, B.V.A. has collected data on several European countries on the impact of the...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Michel Brulé, Gilbert Saporta

Company: BVA Group

June 15, 1995

The art of the possible

This paper looks at the roles of the different communication channels, but particularly focuses on the synergistic relationship between them. A clear understanding of how above the line advertising works (and how TV advertising works in particular)...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Gordon Pincott, Cath Booth

Company: KANTAR TNS Malaysia

June 15, 1995

Consumer direct mail

This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by its rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Fiona Bell, Nick Francis

June 15, 1995

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Wim van der Noort, Irena Petric

June 15, 1994

BUSADS

This paper describes the bus audience model created by The MVA Consultancy to provide audience measurement of advertising on London's buses. The model was successfully launched in 1991 with the approval of JICPAR (Joint Industry Committee for Poster...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Carole Lehman, Catherine Dekker

June 15, 1994

The 1993 UIPP public opinion campaign

UIPP, the french national agrochemical association launched in 1993 a communication campaign on the theme "When you protect plants, you also protect humans". This campaign was on TV last summer and in the magazines during the autumn. The objective...

Catalogue: Seminar 1994: From Farmer To Consumer

Author: Isabelle Montigaud

June 15, 1994

Measuring the effectiveness of twin commercials as a way of standing out amidst the clutter

Twin Commercials are rapidly becoming popular in the Netherlands as a way of coping with clutter. A theoretical framework justifying the use of Twin Commercials hardly exists. What is really needed is research into the effect of repetition within...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: John H. Faasse

May 1, 1994

Who is really watching the commercials?

TV research does not measure peoples' actual contact with advertisements but rather the "opportunity to see" commercials. This paper addresses this issue and looks at various factors which may affect the chances of an opportunity actually being...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Phil Gullen

May 1, 1994