Resources Library by ANA

The medium is part of the message

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe,Asia and Australia. Advertising clearly plays a substantial role in the construction and...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Alan Branthwaite, Karin Wood, Maria Christina Moya Schilling

Company: KANTAR TNS Malaysia

October 15, 2000

Mothers and children

The extent and importance of children's opinion leading power is a phenomenon which concerns advertisers confronted with an advertising message for products consumed by children. Indeed, in this case one not only has to attract the children but also...

Catalogue: New Monograph Series Vol.9: Researching Youth

Authors: Frederique Micouleau, Patrick Ballarin

August 1, 2000

Untangling the European web

Does online advertising belong on the media plan? In 1998 the answer was certainly yes, but to what extent? This issue is of increasing importance as clients are very well aware that traditional media are not as good as they used to be at reaching...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment

Authors: Susanna Rehbein, Jennifer Baum

June 15, 2000

Research World (April 2000)

When considering the long-term effects of advertising, Internet advertisements can only be seen as part of an integrated media mix, re-enforcing messages that have become ingrained in memory. But the Net is an immediate medium and short-term effects...

Catalogue: Research World 2000

Author: ESOMAR B.V.

April 1, 2000

Aiming at moving targets

The paper describes the work that has been carried out to develop a method to determine the reach and frequency of public transport advertising and to support a modelling approach to calculate the media performance for specific campaigns and their...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Author: Michael Drabczynski

January 1, 2000

Emotions matter

The central idea of this paper is show emotions and the viewer will buy.Based on a research with 951 TV commercials and 1,361 viewers, theauthors arrived at several conclusions: Feelings on TV is the best way tomake the viewer feel emotions. What...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Ben Decock, Patrick De Pelsmacker

January 1, 2000

Does clutter degrade the media environment?

This paper analyses one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a negative effect on commercial effectiveness commercial...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Debbie Solomon

August 1, 1999

Ad avoidance

The problem with the majority of us involved in marketing is that we think or more accurately want to think that everyone likes advertising. This is probably just human nature as we quite naturally need to believe that the thing we have dedicated...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Ivor Hussein

August 1, 1999

Back to the fundamentals of media research

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies speeding up of mutations and acceleration of trends dispersion of practices and explosion of rules and inter- penetration between...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Dina Raimondi

August 1, 1999