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Research papers

Millennial mediavores

The authors? experience suggested that using traditionally broad mediagroupings could limit the effectiveness of a media recommendation. Thisis increasingly becoming of major concern as the media options for under24-year-olds flourish and the same...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Briar Harland, Alana Storey
November 1, 2000

Research papers

Advertising effect modelling

Measuring and modelling advertising effectiveness have attracted considerable attention from researchers and practitioners. This paper presents development, testing and applications of a new market model for advertising effect. It represents an...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Lars Grønholdt
November 11, 1996

Research papers

Fourth generation media planning systems

The purpose of this paper is to introduce a fourth generation media planning system that encompasses at the same time several media and several countries in a multiple objectives perspective.

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Jean-Louis Laborie, Gilles Santini
November 11, 1996

Research papers

Integrating Internet site audience measurement into media planning and buying

The paper presents a strategy for the integration of Internet site measures into multi-media reach/frequency. In so doing it explores the nature of Internet site reach; the use of fusion as a technique for integrating Internet site audience measures...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: James H. Collins, Manish Bhatia
Company: Nielsen
June 1, 2001

Research papers

Control techniques in a sample survey

The analysis described in this report concerns the control techniques used in sample surveys , and is based on a ten-year experience made by field work in this area and specifically applied to the survey on the Italian Periodical Press Readership by...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Angela Amoroso, Costantino Jannacone
June 15, 1979

Research papers

A new pretest for advertisements

There is no general formula for measuring the effectiveness of an advertisement. In pretesting we can just define a series of different functions of an ad and check to what extent they are fulfilled. These functions are:1. The attention effect;2. the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Werner Wyss
June 15, 1963

Research papers

Competitive analysis and media planning

This paper is a contribution to the ESOMAR Seminar on competitor analysis in the pharmaceutical market. It has the intention to point at practical analysis of competitor promotion. This in itself is not new, of course, but the paper describes another...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Jan A. Schipper
February 27, 1985

Research papers

Measuring a multi-country specialist audience: The international air travel survey

Frequent international air travellers are, by their very nature, very difficult to research using in-home or in- office survey techniques. The International Air Travel Survey (IATS) was developed two years ago as a means of effectively researching...

Catalogue: Seminar 1988: Media And Media Research
Authors: Peter A. Rusby, Brian Shields
June 15, 1988

Research papers

ARF guidelines for newspaper audience studies

This document specifies ARF’s guidelines for syndicated and proprietary newspaper audience studies. It is recommended that newspaper audience studies use the procedures outlined in this document and that these studies be subjected to rigorous...

Catalogue: ARF Guidelines Handbook
Author: ARF (Advertising Research Foundation) B.V.
January 1, 1990