Resources Library by ANA

The Dutch outdoor study

In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for presenting results. This paper describes the research...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Authors: Lex van Meurs, Peter Kloprogge, Marcel van der Kooi

Company: GfK

June 20, 2003

Drinking under the influence

With the explosion of digital screen media over recent years, there is a need for these new media owners to be accountable and understand how the screens work. This paper presents research solutions to enable ambient media companies to launch their...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Authors: Liz Landy, Sarah Gale

Company: Ipsos MRBI

June 20, 2003

The pros and cons of using GPS in outdoor research

This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period. Following the explanation of the whole survey process, this paper...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Author: Andrea Mezzasalma

Company: GfK

June 20, 2003

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

Horse and carriage, moonlight and roses, sun and surf?

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK .This ad campaign promoted a Golden Jubilee competition run by Surf. The issue being addressed was the extent to...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print

Authors: Peter Cooper, Neil Sharman, John S. Pawle

Company: QRi Consulting Ltd.

June 19, 2003

Unveiling the true value of ads

Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conducted on a street-based or telephone based...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print

Authors: Erik Wilberg, Staffan Hultén

June 19, 2003

The curse of the Leverhulmes

Historically, much of what we have learned about payback to advertising has come from tracking Consumer Packaged Goods (CPG) on television. The data typically show that advertising investments do not payback short term, but require several years....

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Erwin Ephron, Gerry Pollak

June 18, 2003

Evaluating the ROI of radio and billboards

This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Investment from advertising. The findings indicate that...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Brian Cusick, Rick Abens

Companies: Nielsen, Kraft Heinz Company

June 18, 2003

Walking the path

At the ARF/ESOMAR WAM Conference 2002, Initiative Media and MIT introduced the expression as a conceptual model of understanding the complex relationship between advertising message delivery, media channels, and audience engagement. In a dynamic...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Authors: Alex Chisholm, David Ernst, Stacey Lynn Koerner, Henry Jenkins, Sangita Shresthova, Brian Theisen

June 17, 2003