You searched for: "*"

The results has been filter on Tags containing Media Mix.
ANA has found 19 results for you, in 229 ms.
Didn’t find what you were looking for? Try the Advanced Search!

Research papers

The radio-tv media mix

The authors recently analyzed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis. The purpose of the analysis was to determine the optimal combination of...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Craig T. Gugel, Roberta M. McConochie
April 1, 2001

Research papers

Internet advertising effectiveness

This paper highlights how internet advertising works and how itcontributes to brand building. The author reviews the value of differentonline advertising formats ranging from banner and sponsorship to richmedia. The current challenges and potentials...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Author: Laurent Florès
Company: Ipsos MRBI
November 1, 2000

Magazines

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

Research papers

Media consumption: Product consumption nexus

The media planning process traditionally uses data on media habits of a target group defined in terms of broad demographic variables to make decisions about the media mix and specific vehicles that are relevant to a brand. Media mix decisions are...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Praveen Tripathi, Duraiswami Sriram
June 15, 1994

Research papers

Dissecting the media multiplier

The idea that a combination of print and television makes an advertising budget work harder than does television on its own has been well supported by a number of research studies in recent years. These research studies were drawn together under the...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Author: Alan Smith
June 15, 1994

Research papers

Fusion and the media/marketing database mix

Changes within the UK Television market, both recent and imminent, will bring the buying and selling of TV airtime moving much closer to the negotiation of Press space. The separate selling of Channel 4 airtime, the continuing growth of satellite...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Richard Silman
June 15, 1992

Research papers

Media mix

The following paper describes a special analysis made using the German Verbraucher Analyse, a consumer analysis similar to other consumer usage/purchase research in many other European countries. For this reason our analysis can easily be duplicated...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Rolf Speetzen
June 15, 1992

Research papers

The multiplier effect

In the past our Company was part of the international network of publishers experimenting the Multiplying the Media Effect Research Programme. In Italy, as with all the countries where these experiments were carried out, the results substantially...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Arnaldo Aisa, Luisa Pogliana
June 15, 1991

Research papers

The influence of commercial TV on the volume of ads in magazines in Germany from introduction to maturity

Germany was and still is a print media market. How much longer, if at all, will it remain a print media market? Their pattern of advertising expenditures varied only marginally during the two decades before 1985 the beginning of private commercial TV...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rolf Speetzen
June 15, 1991