Resources Library by ANA

Some differences in planning are unavoidable

There is a best planning method for each advertiser across countries, but it must be applied intelligently, adjusting it to the genuine differences between countries. Differences in planning between countries, agencies or companies are mostly...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Thomas Neumann

November 11, 1996

Living in the slow lane?

This paper questions the contribution that new information technology has made to the “sharp end” of the media business at the interface between the buyers and sellers of advertising. Although the author argues that the basic processes of...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Robert Hulks

November 11, 1996

The growth of the region

This paper examines examples, primarily from the Asian Business Readership Survey or ABRS, which illustrate how international media research not only tells us about the latest audience figures for the media measured, but, when viewed long term, also...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Katherine Page

November 1, 1996

Effective and fast media planning tools for TV

Only a few companies and agencies in Germany offer specialized software for media planning. The following paper would like to give a general view of the common features and methods of calculation those programs offer and which are agreed of...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Author: Uwe Czaia

June 15, 1996

EMS, the way ahead

The developments in international business, market structure in general and the organisation of marketing across Europe have changed the conditions of media research. Regional marketing and media planning, crossing borders of European countries and...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Marion Appel, Laura E. Wendt, Belinda Barker, Renee Mitchell

June 15, 1996

Fine tuning the media vehicle selection

This paper attempts to provide marketing and media professionals with a new way of looking at how their money is being spent. When multi-million dollar decisions are taken on advertising spend, markerers tend to fall back on a traditional approach to...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Stan Sthanunathan

March 1, 1996

Media mix

The paper will briefly present the electronic testmarket GfK-BehaviorScan. Two cases will show, how print advertising and TV advertising integrated in a media mix and enbedded in a complex marketing mix scenario, supported the market success of both...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Christine Graf

Company: GfK

November 1, 1995

Accountability

Market research bureau Inter/View in Amsterdam has conducted a survey assigned by Weekbladpers, a Dutch publisher of weekly and monthly sports and culture magazines. In this survey an experiment was carried out to test the hypothesis of the...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Authors: Marianne Wessel, Sikke Bakker

November 1, 1995

Quality planning

To what extent does present-day media research fulfil the needs of the user? From advertisers, especially, there is quite some criticism regarding the relevance of existing readership surveys. Although there is no doubt about the benefits of...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Authors: Vivian Beck, John Rodenburg

November 1, 1995