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Research papers

Effectiveness of television advertising exposure for packaged goods brands

This paper presents the authors’ latest experience with their X-10-D model, a rate of change model. The authors find that what was initially a retrospective monitoring and testing tool is now primarily being used for ongoing measurement of the...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: James F. Donius, Michael von Gonten
June 15, 1998
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Citation

Donius and von Gonten (1998a, June 15). Effectiveness of television advertising exposure for packaged goods brands. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/effectiveness-of-television-advertising-exposure-for-packaged-goods-brands


Research papers

Advertising exposure and advertising effects

The paper describes a proprietary modeling process which has been used to isolate advertising effects of a short-term nature and to document long-term effects. Many of the findings of this work are congruent with the findings of John Philip Jones,...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: James F. Donius, Michael von Gonten
November 11, 1996
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Citation

Donius and von Gonten (1996a, November 11). Advertising exposure and advertising effects. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advertising-exposure-and-advertising-effects