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Research papers

Mall media

This paper reports on the emergence of a new US mass medium in enclosed shopping malls. The substantial reach and national coverage of enclosed malls is empirically demonstrated in support of this mass media status.The quality of shopper traffic is...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Bill Moult, Barb Johnson, Beth Corbett, Jim Spaeth
June 14, 2004
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Citation

Moult, Johnson, Corbett and Spaeth (2004a, June 14). Mall media. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/mall-media


Research papers

Unleashing the power of place

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message.However, two principal issues limit demand for this medium. The first...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Howard Parry-Husbands, Sharyn Smith
June 14, 2004
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Citation

Parry-Husbands and Smith (2004a, June 14). Unleashing the power of place. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/unleashing-the-power-of-place


Research papers

Atlanta and beyond

This paper focuses on the ways the best practices of traffic and media research have converged in an Out-of-Home ratings service, emphasizing what is new - and what remains the same - about audience measurement informed by those two fields.It also...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: William Rose, Joshua Chasin, William McDonald, James Tobolski
June 14, 2004
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Citation

Rose, Chasin, McDonald and Tobolski (2004a, June 14). Atlanta and beyond. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/atlanta-and-beyond


Research papers

Webmeter™

Internet usage in the Netherlands is currently measured in two different ways: either by counting all page views of websites by the website owner, or, as a commercial service, by panel measurement that supplies information on page views and unique...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Marion Appel, Enrico Verhulst, Rob Molenaar
June 14, 2004
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Citation

Appel, Verhulst and Molenaar (2004a, June 14). Webmeter™. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/webmeter-


Research papers

Applying professional surveying method to outdoor visibility

The paper describes the British poster visibility system: the research on which it is based, the classification of all roadside panels by surveyors using appropriate instruments, modelling the data, and application of the results to gross audience...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Derek Bloom
June 14, 2004
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Citation

Bloom, D. (2004a, June 14). Applying professional surveying method to outdoor visibility. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/applying-professional-surveying-method-to-outdoor-visibility


Research papers

Maturity matters

Evidence has been mounting that online advertising can be an effective marketing tool. This paper demonstrates that this effectiveness has actually been increasing over time, as advertisers have learned to use the new medium and the range of tools it...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Suzanne Moorey-Denham, Joao Neves, Anthony Romeo
June 14, 2004
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Citation

Moorey-Denham, Neves and Romeo (2004a, June 14). Maturity matters. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/maturity-matters


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 September 29, 2023, from


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


Research papers

Touchpoints II

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in motion by the mass adoption of interactive media.An...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Kathryn Koegel
June 14, 2004
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Citation

Koegel, K. (2004a, June 14). Touchpoints II. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/touchpoints-ii


Research papers

VAI experience in LATAM

This paper describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited.Obviously the application of the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Antonio Miranda
June 14, 2004
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Citation

Miranda, A. (2004a, June 14). VAI experience in LATAM. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/vai-experience-in-latam