Resources Library by ANA

It may not be wrong, but is it right?

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Ilan Lechter, Georgia Phillips

Company: Add+Impact International

October 24, 2004

Closed-loop marketing solution for CPG online advertising

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments - where and how can I reach my key segments...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Manjima Khandelwal, David Boyd, Kenneth Greenberg

September 19, 2004

You'll have to see this!

In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences.This paper will describe how this method was developed and how it is used for measuring ad...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Bas de Vos, Marije Andela

June 18, 2004

Media multiplexing in the United States

This paper investigates the phenomenon of media multiplexing whereby people consume small amounts of media content and then switch to another media channel.A profile of the differences in media multiplexing among a number of demographic groups is...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Author: Max Kilger

June 18, 2004

Gargling with Pepsi

The marketing opportunities available to the advertising and media industry have increased greatly over the past decade. Whilst we are able to measure the effect of traditional communication channels relatively well, what do we really know about the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Atul Phadnis, Julie Petersen

June 18, 2004

The beauty of enhanced TV

ABC Television and Initiative conducted research to quantify the impact of Enhanced TV (ETV), an interactive application employed during the primetime broadcast of Miss America on ABC Television, September 20th, 2003.Respondents were grouped into two...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: David Ernst, Rachel Mueller-Lust

June 18, 2004

Idolised advertising

This paper sets out to prove that viewers that become deeply involved in event television programs, such as Idol, respond more positively to advertising.The nature of the program offers multiple touch points for viewers to form bonds with the event....

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Jim Alexander, Doug Peiffer

June 18, 2004

Radio: Is recent history destiny?

Radio has been 'repositioned' by TV as a 'less' effective medium for brand building. Media research often addresses the question 'How does radio as a medium differ from other channels?' instead of the more important question 'What can radio do for...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio

Author: Bill Ratcliffe

June 17, 2004

Radio zapping

This paper reports on switching during radio advertising, based on analysis of GfK Media GB's survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol audience measurement technology. Bringing the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio

Authors: Lex van Meurs, Nick North

June 17, 2004