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Research papers

The creative heresy in audience measurement

This paper deals with the interesting question of whether some measure of creative effect should be included as a variable for calculating the size of the audience likely to see an outdoor display. The authors believe it should be included, and that...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Erwin Ephron, Joseph C. Philport
June 20, 2005

Research papers

The curse of the Leverhulmes

Historically, much of what we have learned about payback to advertising has come from tracking Consumer Packaged Goods (CPG) on television. The data typically show that advertising investments do not payback short term, but require several years....

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Erwin Ephron, Gerry Pollak
June 18, 2003

Research papers

Modeling viewers from set-tuning data in Boston

The Gray/Ephron model, using the demographic composition of tuned households from the Boston set meter panel and VPVH relationships from the national Nielsen Peoplemeter Panel, produced demographic ratings far closer to Boston Peoplemeter Ratings...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Authors: Erwin Ephron, Stu Gray
June 17, 2003

Research papers

Making better media decisions

This paper is an update of the Advertising Research Foundation's historic 1961 monograph "Toward Better Media Comparisons". It has been revised to include new levels of paid media performance attentiveness, persuasion and response and to consider new...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Erwin Ephron, Bill Harvey, Denman Maroney, Bill Moran, Jim Spaeth
June 1, 2001

Research papers

The case of the near-sighted bombardier

Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. But this simple idea of how demo-targeting works is...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Ephron
October 20, 1998

Research papers

The myth of king super Midas

The United States trails most of the advertising world in the use of optimizers, the author believes, because of the complexity of its TV market with literally hundreds of suppliers and rapidly changing costs. But it is this very complexity that...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Author: Erwin Ephron
June 15, 1998

Research papers

Learning to live in Lilliput, the media-land where small is beautiful

Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television. American viewers...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Author: Erwin Ephron
June 15, 1997

Research papers

A car is like a box of frosted flakes

Ehrenberg and Jones argue convincingly that advertising effects are weak, yet the Jones single-source analysis finds a single exposure can strongly influence which brand is purchased. This seeming conflict is resolved by "recency," the idea that...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Erwin Ephron
June 15, 1996

Research papers

Media research in the U.S

U.S. media research has a great deal of vitality, but no game plan and formidable structural problems. Key among these are over specialisation, research systems that are captives of the media and an absence of advertiser involvement . From his work...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Erwin Ephron
March 1, 1979