Resources Library by ANA

New consumer marketing

This paper advances the debate concerning the future of market research. First, it describes the changing marketing landscape and a revised model of marketing that is emerging as the focus of marketing activity moves from completing transactions to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Susan Baker, Peter Mouncey

September 22, 2002

Research World (September 2002)

Market researchers should be comfortable with taking more risks and trying to elevate their position proactively. That's the major challenge currently posed to the industry,.

Catalogue: Research World 2002

Author: ESOMAR B.V.

September 15, 2002

Research World (July 2002)

The US is the world’s largest single research market, with spending at $6.2 billion in 2001, but in the wake of recession and the September 11 attack, growth of the US market for market, media and public opinion research in 2001 dropped to 4%...

Catalogue: Research World 2002

Author: ESOMAR B.V.

July 1, 2002

TV needs radio

This paper examines to what extent different instruments and/or methods of advertising-impact research describe radio's specific contribution to the effectiveness and efficiency of combined radio and TV campaigns in a comparable way. A total of eight...

Catalogue: ESOMAR/ARF WAM Conference 2002: Radio

Authors: Gerhard Franz, Christoph Wild, Uwe Domke

June 14, 2002

Pay for attention, not for impressions

With increasingly more media choices, each capturing less time with over-solicited consumers, attention is the new benchmark in advertising. It is no longer enough to reach prospective consumers; advertising must emotionally connect with them. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Author: Britta C. Ware

June 13, 2002

Brand-to-media consonance assessments

This paper describes the work conducted by Kohler Co. and Brand Keys, Inc. in support of a Brand-to-Media Consonance Model as a way of optimizing traditional media planning tools. Media planning has become increasingly difficult: the lines are...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Authors: Robert Passikoff, Manuel Gutierriez

Company: Brand Keys, Inc.

June 13, 2002

Forecasting reach, frequency and GRPs on the Internet

Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number of web users who see advertisements. This paper...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Author: John Chandler-Pepelnjak

June 12, 2002

The ROI ratio

The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television

Authors: Craig T. Gugel, Cheryl Idell

June 9, 2002

Trash and treasures of duplication

This paper presents early cross-media results from Arbitron's 2002 portable people meter (PPM) panel in the Philadelphia (United States) market. Previous results from the small-scale PPM panel in Wilmington (Delaware) in 2001 suggested important...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television

Authors: Roberta M. McConochie, Beth Uyenco

Companies: Nielsen, OMD Group

June 9, 2002