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Research papers

Better planning by improved learning from campaign tracking research

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Alan Smith
October 20, 1998
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Citation

Smith, A. (1998a, October 20). Better planning by improved learning from campaign tracking research. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/better-planning-by-improved-learning-from-campaign-tracking-research


Research papers

Untangling the confusion of TV scheduling theories

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience- delivery-based media planning concepts of reach and frequency. This paper discusses distinctions that should be made...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Jayne Zenaty Spittler
October 20, 1998
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Citation

Spittler, J. Z. (1998a, October 20). Untangling the confusion of TV scheduling theories. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/untangling-the-confusion-of-tv-scheduling-theories


Research papers

Media research

The objectives for users of media research are to optimise, qualitatively and quantitatively, the transmission of the advertising message.

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Dina Raimondi
September 1, 1998
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Citation

Raimondi, D. (1998a, September 01). Media research. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/media-research-5326


Research papers

How to advertise effectively to children and youth?

The youth market is a complex market with many divisions, many apparent contradictions and many ambiguities. It is also a rapidly changing market but high-tech state of the art products coexist alongside very traditional products. A parallel can be...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Glen Smith
October 22, 1997
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Citation

Smith, G. (1997a, October 22). How to advertise effectively to children and youth?. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/how-to-advertise-effectively-to-children-and-youth-


Research papers

Radio in the media-mix

Utilizing the basis of the very complex automobile market in Germany, the effects created by radio advertising in a media-mix will be demonstrated. The essential effects of an advertising campaign can only be proven in psychologically defined target...

Catalogue: 2nd Radio Research Symposium
Author: Sven Dierks
June 15, 1997
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Citation

Dierks, S. (1997a, June 15). Radio in the media-mix. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/radio-in-the-media-mix


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 19, 2024, from


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


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 19, 2024, from


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


Magazines

Marketing and research today (May 1996)

Perceptions of advertising as a strong marketing force seem to be widespread, both within business communities and among the general public aswell. These perceptions tend not to be founded on empirical evidence, butrather, on myths about advertising...

Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
May 1, 1996
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Citation

B.V., E. (1996a, May 01). Marketing and research today (May 1996). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/marketing-and-research-today-may-1996-


Research papers

Agencies' problems with advertisers in the Middle East

Agencies' Problems with Advertisers in the Middle East is the result of the application of BBDO's PDS  technology and is a sequel study to Advertisers' Problems with Agency Service in the Middle East, presented at the 1st ESOMAR/MERF/IAA...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: Lance de Masi, Harout Krikorian
January 1, 1994
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Citation

de Masi and Krikorian (1994a, January 01). Agencies' problems with advertisers in the Middle East. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/agencies-problems-with-advertisers-in-the-middle-east