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Research papers

Finding the "hidden" value of radio as part of a cross-media advertising campaign

Radio accounts for approximately one-third of consumers' time spent with media, yet it receives just a bit more than one-tenth of advertisers' media dollars. Maybe this is because radio provides a number of benefits that don't show up in conventional...

Catalogue: ESOMAR/ARF WAM Conference 2003: Radio
Author: Maura Clancey
June 16, 2003

Research papers

The Euro 2002 information campaign

In the realm of advertising and communications, international research can be (and often is) criticized for only “skimming the surface” or taking the lowest common denominator when researching creative work – particularly when dealing...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Anna Moody, Amman Werner
October 28, 2001

Research papers

Recognizing the role of the consumer in pharmaceutical research

Greater access to information has allowed people to be more involved in their healthcare to the point where many health conditions can now be viewed as quasi-consumer markets. This creates a new landscape for marketers where customization is the key...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Sharon Spiers, Mark Blakely
September 23, 2001

Research papers

Caught in the web

The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains. The purpose of the analysis was to determine how excessive frequency of exposure to banner ads impacts click-through...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Craig T. Gugel
June 1, 2001

Research papers

While we "go create" you need to "go measure"

The focus of this paper is on the interactive element of that campaign, broadly defined as covering the areas of WAP, Web advertising and sponsorship and early work within Interactive TV (iTV). The campaign and media strategies have been acknowledged...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Tim Foley, Peter Magnani, Leigh Terry
Company: OMD Group
June 1, 2001

Research papers

The contribution of qualitative research to the presidential campaign of Vicente Fox (Spanish)

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico. Qualitative research provided the...

Catalogue: Latin America 2001
Authors: Guido Lara, Soledad Rojas
May 1, 2001

Research papers

African-American and Latino youth consumer study

African American and Latino urban youth represent a culture that is oppositional to the values, norms and institutions of mainstream culture. They spend time attempting to differentiate themselves from mainstream culture in exchange for...

Catalogue: Ethnic Marketing 2000
Author: Ivan Juzang
July 1, 2000

Research papers

Benefits of radio advertising

This paper presents the results of the second wave of a basic study to show the effectiveness, in principle, of radio as an advertising medium. It describes how radio contributes to the effectiveness of mixed campaigns with TV, both in isolation and...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Sven Dierks, Christoph Wild
October 20, 1998

Research papers

Researching audiences to target audiences... A different type of single source

This paper addresses the subject of how to promote programmes more effectively. It is important to understand at the onset that this paper is not addressing the issue of repeat viewing to programmes or trying to understand or indeed quantify...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Authors: David Brennan, Jeremy Wyndham
Company: Nielsen
June 15, 1992