Resources Library by ANA

Measuring audience for unaddressed printed matter

More than 21 billion of unaddressed printed matter distributed in France in 1995! In Europe, like in France, unaddressed printed matter is a very special advertising support, thanks as much to the amount distributed in letterboxes, as to the market...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Pierre Calmard, Jacques Braun

Company: Mediametrie

September 1, 1996

Here today, here tomorrow

Historically, brand building has not been a high priority for many wholesale banks. However, in today’s increasingly congested banking environment, it is becoming more and more important for banks to differentiate themselves from the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Christof Buri, Andrew Findlay

September 1, 1996

Justifying our advertising budgets

Two views of paid-for advertising are compared. One is commonly held but unachievable. The other is more realistic. The main aim of advertising is commonly thought to be growth, but this seldom occurs. The more realistic goal is brand maintenance in...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven

June 15, 1996

The market for TV air-time in Europe

This paper addresses the television media issues facing advertisers in Europe. It examines both the supply and demand side of the markets and then concentrates on the requirements of the demand side, especially from the advertisers' rather then the...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Michael Cluff, Tom Harper

June 15, 1996

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Yasser Omar, Shashikala Halve

Company: PepsiCo

March 1, 1996

Capturing the complexity of advertising perceptions

This paper is concerned with finding appropriate ways in which qualitative research can examine how advertising is perceived so that we can extrapolate accurately from the research situation to reactions while watching ads on-air. An American...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Alan Swindells, Alan Branthwaite

Company: KANTAR TNS Malaysia

December 1, 1995

A pioneer media survey

This paper demonstrates how qualitative research and new consumer theory led to a pioneer media survey of screen advertising in Danish cinemas. The mission of qualitative research was in this case to identify and explain changes in consumer...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Poul Mailer, Christian Alsted

December 1, 1995

Television advertising as social communication

The attitudes of the different social groups of Ukrainian population to television advertising are considered in the paper. The analysis is based on the data of the surveys and the focus groups. The main conclusion is simple. In a society with...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: Natalia Kostenko, Tatyana Koshechkina

November 11, 1995

Media mix

The paper will briefly present the electronic testmarket GfK-BehaviorScan. Two cases will show, how print advertising and TV advertising integrated in a media mix and enbedded in a complex marketing mix scenario, supported the market success of both...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Christine Graf

Company: GfK

November 1, 1995