Resources Library by ANA

Diagnostic evaluation

As media markets across Europe become more complex with new and different media channels available, there is an increasing onus on research to assess the performance of an advertisement in a particular medium as well as providing an understanding of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Hilary Gaines, Wendy Rolls

Company: KANTAR TNS Malaysia

June 15, 1997

Meeting the global needs of advertisers and responding to a changing media landscape

This paper will address global needs from the perspective of advertisers using multinational media. It starts with defining global business, how they operate and what they need from the media. Secondly, it addresses global issues from the perspective...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Michael Quilty

June 15, 1997

Needed

Today, the process by which advertisers select the programs within which to present their messages is a one-dimensional process based upon a quantitative estimate of the size of the audience, defined by age and sex, delivered by each program. This...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: David F. Poltrack

June 15, 1997

The Internet and the future of advertising

This paper is a general postulation of the Internet as the newest medium of advertising. It discusses brief comparisons to traditional forms of advertising and the expected role of the Internet in the future. In addition, it exerts the importance of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Barry Salzman

June 15, 1997

Integrated marketing communications starts with print plus television

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrated marketing communications, with special...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Alan Smith

June 15, 1997

Advertising increases market shares and media mix achieves most

There are still controversial opinions on how to quantify the contribution of classical advertising to market success. The development of advertising-effect-formulas, considering the calculable relationship between advertising expenditures and market...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Adrian Weser

June 15, 1997

Where East meets West

One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials. The results...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: Jon D. Morris, Fei-Wen Pai

June 15, 1997

Proof of performance

This report is based on a study of month-by-month brand share movements for twenty leading packaged goods brands - consisting of ten top magazine-only and ten top mixed magazine and television advertisers - over a two year period, and used an...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Alan Smith

June 15, 1997

Interactive advertisement in Japan

This paper discusses advertising using interactive mechanisms, above all, Internet-based advertising in Japan. The number of Internet users is sharply increasing in Japan as in other countries. With this increase, a large number of companies are...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Toshiyuki Kitahara

Company: Dentsu Macromill Insight

June 15, 1997