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Research papers

Harnessing the grapevine

The rise of word-of-mouth is placing increasing importance on consumers at the centre of the conversation.These consumers, once identified, can be a valuable resource not only for carrying messages, but throughout the marketing cycle from identifying...

Catalogue: Congress 2005: Making A Difference
Authors: Jan Berry, Tim Wragg
Company: GfK
September 21, 2005
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Citation

Berry and Wragg (2005a, September 21). Harnessing the grapevine. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/harnessing-the-grapevine


Research papers

Managing corporate brands successfully

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This presentation introduces a perception-oriented measurement approach and...

Catalogue: Congress 2005: Making A Difference
Authors: Oliver Hupp, Siegfried Högl
Company: GfK
September 21, 2005
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Citation

Hupp and Högl (2005a, September 21). Managing corporate brands successfully. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/managing-corporate-brands-successfully-6747


Research papers

Television use by different generations of Internet users

Is time spent on the Internet at the cost of time spent in front of the TV set?In publications on the relation between Internet use and TV viewing, most analysts take only one point in time into consideration. This leads to misinterpretations.The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV
Authors: Marlies van Bergen, Paul van Niekerk
Company: GfK
June 23, 2005
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Citation

van Bergen and van Niekerk (2005a, June 23). Television use by different generations of Internet users. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/television-use-by-different-generations-of-internet-users


Research papers

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
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Citation

Faasse, Engels, Moorman and van Meurs (2005a, June 23). The missing link. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/the-missing-link


Research papers

Integrated campaign evaluation

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies.In the evaluated campaigns, the explained variance of the predictive models depends on the planning strategies used in the campaigns. The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Author: Lex van Meurs
Company: GfK
June 22, 2005
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Citation

van Meurs, L. (2005a, June 22). Integrated campaign evaluation. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/integrated-campaign-evaluation


Research papers

Radio lunch for busy Muscovites

This paper presents the results of a new electronic measurement study conducted by GfK in Russia, the first wave conducted in September 2004 and launched on a continuous basis from January 2005. The study was conducted by means of Radiocontrol, GfK's...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Authors: Tatyana Koshechkina, Nick North
Company: GfK
June 21, 2005
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Citation

Koshechkina and North (2005a, June 21). Radio lunch for busy Muscovites. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/radio-lunch-for-busy-muscovites


Research papers

Webmeter, wherever you are

Internet audiences in the Netherlands are now measured in a unique panel survey, Webmeter. The aspect that makes this survey stand out in comparison to other methods is the measurement of individuals' internet behaviour from any browser, be it at...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Marion Appel, Camiel Camps, Sebastiaan Moesman
Company: GfK
June 20, 2005
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Citation

Appel, Camps and Moesman (2005a, June 20). Webmeter, wherever you are. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/webmeter-wherever-you-are


Research papers

Audiposter

As presented at WAM 2003 and 2004, the Audiposter project - the new Italian currency for outdoor - focused on the use of advanced portable GPS-based meters, which probably makes Audiposter the first large-scale survey of its kind being done in the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Andrea Mezzasalma
Company: GfK
June 20, 2005
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Citation

Mezzasalma, A. (2005a, June 20). Audiposter. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/audiposter


Research papers

Insights into the purchase decision process of low income customers in Central and Eastern Europe

This paper describes research that has been carried out by INCOMA Research for Unilever Home and Personal Care division to increase understanding of low income consumers in Central and Eastern Europe. Research focussed on how low income consumers...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Alexandra Wren, Nadezda Odlova, Tomás Drtina
Companies: Unilever, GfK
April 19, 2005
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Citation

Wren, Odlova and Drtina (2005a, April 19). Insights into the purchase decision process of low income customers in Central and Eastern Europe. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/insights-into-the-purchase-decision-process-of-low-income-customers-in-central-and-eastern-europe