Resources Library by ANA

Measuring and optimising the effectiveness of mixed media campaigns

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions for these problems through Strategic Communication...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Arie K. den Boon, Suzanne M.A. Bruin, Theo J.F. van de Kamp

June 23, 2005

Progress towards media mix accountability

PPM commercial audience estimates offer insight about consumers' avoidance of tv commercials. Total commercial avoidance, an average 7%, is composed of nearly six- tenths channel switching and four-tenths due to other 'interruptions'. Program content...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: Roberta M. McConochie, Leslie Wood, Beth Uyenco, Chris Heider

Companies: Nielsen, OMD Group

June 23, 2005

The missing link

In January 2005 the Dutch Advertisers Association (BVA) presented the results of an observational study on viewing behaviour during commercial breaks. Results from filming 100 households watching TV showed only 20% of commercial airtime is watched...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: John H. Faasse, Nicole Engels, Marjolein Moorman, Lex van Meurs

Company: GfK

June 23, 2005

Dealing with commercial avoidance

The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of the commercial, i.e. novelty or humor, vs. the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Patricio Moyano, Rodrigo Berrios

Company: IBOPE Inteligencia

June 23, 2005

Estimation method for media audience duplication

This paper describes a method for evaluating multimedia campaigns which consolidates the frequency distributions from the individual schedules of different media into a single distribution.This model is based on the fact that in the short term,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: Elias Selman Carranza, Orlando Muñoz Balmaceda, Patricio Moyano Galdames

Company: IBOPE Inteligencia

June 22, 2005

Implementing a media consumption model

A theoretical media consumption rather than a media distribution model was proposed at the ESOMAR 2004 WAM conference to provide understanding of how media advertising 'works' in the 21st century.This paper reports on how the model was populated with...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: Don E. Schultz, Joseph J. Pilotta, Martin P. Block

June 22, 2005

Product integration: The gold behind the American Music Awards

ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.The research compares brand and program metrics for the product...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Beth Uyenco, Rachel Mueller-Lust

Company: OMD Group

June 21, 2005

Measuring children's media consumption effectively

Radiocontrol has been the official measuring system used to measure the radio listening habits of people in Switzerland aged 15 years and over since 1 January 2001. Information on children's radio consumption, however, still has to be obtained by...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Manuel Daehler, Stephanie Weiss

June 21, 2005

Viewer response to branded integration

This paper presents current findings regarding response to various on air branded integrations. Actual case studies are presented, as well as analyses from Q4 2004 and trends based on over 1.5 years of data (September 2003 - March 2005.)The data have...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Barbara Zack, David Kaplan

June 21, 2005