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Research papers

Recognized in a split second

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised.The fieldwork was carried out by Inter/View and, later, Intomart Gfk. Brand Recognition and Product...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Lex van Meurs, Mandy Klerkx
June 14, 2004
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Citation

van Meurs and Klerkx (2004a, June 14). Recognized in a split second. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/recognized-in-a-split-second


Research papers

Exposure data for online media in a mixed media planning database

The paper describes a new research approach designed to create a comprehensive planning database for online media vehicles.The model combines user-centric information (target group characteristics and media consumption) and site-centric data derived...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Gerhard Faehling, Johannes Schneller
Company: Institut für Demoskopie Allensbach GmbH
June 14, 2004
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Citation

Faehling and Schneller (2004a, June 14). Exposure data for online media in a mixed media planning database. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/exposure-data-for-online-media-in-a-mixed-media-planning-database


Research papers

Outdoor advertising recall

Much of the academic research of outdoor advertising recall predates the industry's many technological advances.This study updates past research and adds to our understanding of how new technology such as the 'smartboards' affect consumers' recall of...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Anne Cunningham, Renita Coleman
June 14, 2004
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Citation

Cunningham and Coleman (2004a, June 14). Outdoor advertising recall. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/outdoor-advertising-recall


Research papers

Early learnings from Chicago

This paper provides an introduction to prior research on the use of GPS for measuring audiences to out-of-home media. It also describes the methodology and early learnings obtained by Nielsen Outdoor in developing a GPS-based audience measurement...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Wendy Malley, Ian Garland
June 14, 2004
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Citation

Malley and Garland (2004a, June 14). Early learnings from Chicago. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/early-learnings-from-chicago


Research papers

Looking for numbers

Studies over the years have attempted to document the relationship between consumers and ambient media. An array of research methods has been brought to the task: from focus groups to questions in syndicated studies to primary research in 'eyes-on'...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Cynthia Evans
June 14, 2004
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Citation

Evans, C. (2004a, June 14). Looking for numbers. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/looking-for-numbers


Research papers

The half-pregnant currency

The paper describes an alternative, non-reach/frequency currency that can be utilized by the outdoor media industry for the purpose of buying outdoor advertising.The non-reach/frequency currency described is an Outdoor Advertising Audit, providing...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Chris Modzelewski
June 14, 2004
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Citation

Modzelewski, C. (2004a, June 14). The half-pregnant currency. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/the-half-pregnant-currency


Research papers

Internet applications in the total media mix

The paper demonstrates the contribution of the internet and its applications to advertisers' total media plans. The paper compares the potential strength of the internet, focussing on past campaigns that have been run using traditional media to cover...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Simon Nudds
June 14, 2004
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Citation

Nudds, S. (2004a, June 14). Internet applications in the total media mix. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/internet-applications-in-the-total-media-mix


Research papers

Multi-media

This paper focuses on the Reach and Frequency modelling of poster campaigns and the issue involved in making media mix evaluations.

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Peter Masson
June 14, 2004
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Citation

Masson, P. (2004a, June 14). Multi-media. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/multi-media-6372


Research papers

Sex, ads and youth

The paper describes the work that has been carried out to understand how adolescents in post-communistic countries perceive sexual and erotic symbols in advertisement. There are reasons why these symbols would not be generally accepted. Research...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004
Author: Lenka Silerová
Company: Ipsos MRBI
April 18, 2004
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Citation

Silerová, L. (2004a, April 18). Sex, ads and youth. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/sex-ads-and-youth