Resources Library by ANA

What's news on newspaper section research?

This paper will cover the current situation for research into newspaper sections and will concentrate on a "private research project" and why for the time being this research can help guide advertisers and agencies in the media planning process. The...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Stuart Corke

November 1, 1995

Measuring readership of newspaper sections on the UK NRS

For many years UK national newspapers have published additional sections given away with the main newspaper and while these were few and in the form of colour magazines, they were measured as separate titles. In 1988 the power of the press unions was...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Authors: Roger Beeson, Jean Wong

November 1, 1995

Beyond recognition scores

The following contribution should demonstrate that new technologies allow us to exploit large data bases to a greater benefit. As an example we should look at a data set of advertising recognition scores, collected over a period of time. Normally it...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Rolf Speetzen

November 1, 1995

New qualitative descriptors of magazines' potentiality to convey efficiently advertising messages

Magazines have a unique characteristic, which is an advantage that no other media can display : the particular link between a reader and "his" magazine : to read a magazine means more than just to be in contact with a media, it means a personal...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Dina Raimondi

November 1, 1995

Big deal

This is a quantitative analysis of the advertising philosophy of ten prominent people in Dutch advertising - five from big commercial firms, e.g.: Mora (Lever) and DE (Sara Lee), and five from big advertising agencies, e.g.: Saatchi & Saatchi and...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Marten Brouwer, Nina Binnendijk

September 1, 1995

Efficiency of investments into advertising

The present article is the description of applied research, conducted by the Scientific Research Center "V-Ratio" (Moscow) by the order of one of the largest financial companies in Russia. The first chapter of the article gives a brief spetch of the...

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Oleg L. Chernozub

September 1, 1995

Quality of television publicity impacts

This paper is devided in five chapters. The first one us dedicated to the enourmous contribution of Rating TV adversiting audience, mainly through its quantifing relation. Nevertheless, we should point out that this methodology provides straithgt...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Ricardo Romero de Tejada

June 15, 1995

How car advertising works?

Car advertising provides a privileged field to analyze how advertising works, given the weight of the investments, and the level of consumers' involvement. For 10 years, B.V.A. has collected data on several European countries on the impact of the...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Michel Brulé, Gilbert Saporta

Company: BVA Group

June 15, 1995

Sport sponsorship in isolation versus its integration into classical advertising

The following paper - focussing mainly on Germany - aims to provide some insight and a better understanding about the effectiveness of sport sponsorships. Firstly, an outline about the status of the German sponsorship market is given in order to show...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Gabi Koschler, Jurgen Merz

Company: GfK

June 15, 1995