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Research papers

Retailers as media destinations

This research study is a comprehensive analysis of the efficacy of the emerging in-store medium.The multi-phased study covers a number of different aspects and simplifies the overall challenge of understanding this emerging radio opportunity. The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Authors: Craig T. Gugel, Robert Wolf, George Wishart
June 21, 2005
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Citation

Gugel, Wolf and Wishart (2005a, June 21). Retailers as media destinations. ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/retailers-as-media-destinations


Research papers

From server to panel

The authors recently analyzed ad campaign reach and frequency metrics derived from calibrated exposure frequency integration of DoubleClick ad serving data with Nielsen/NetRatings consumer panel data.The purpose of the analysis was to determine the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Craig T. Gugel, Kathryn Koegel, Rick E. Bruner
June 20, 2005
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Citation

Gugel, Koegel and Bruner (2005a, June 20). From server to panel. ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/from-server-to-panel


Research papers

In-store radio

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs.The purpose of the analysis was to identify the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Authors: Craig T. Gugel, Rob Wolf
June 17, 2004
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Citation

Gugel and Wolf (2004a, June 17). In-store radio. ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/in-store-radio


Research papers

Multimedia exposure and variations in consumer response

Multimedia reach and frequency applications are perhaps some of the most widely used tools in the media planner's analytic arsenal. These tools allow planners to craft media schedules using a variety of vehicles to reach a specific target audience a...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Craig T. Gugel, Tonya Deniz
June 16, 2004
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Citation

Gugel and Deniz (2004a, June 16). Multimedia exposure and variations in consumer response. ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/multimedia-exposure-and-variations-in-consumer-response


Research papers

Plan weekly, accumulate optimally

The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios. This analysis was undertaken in order to identify which of three analytical approaches would deliver the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Print
Authors: Beth Uyenco, Craig T. Gugel
June 15, 2004
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Citation

Uyenco and Gugel (2004a, June 15). Plan weekly, accumulate optimally. ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/plan-weekly-accumulate-optimally


Research papers

Brand equity 2010

The author recently conducted an online survey to better understand the views of U.S. and U.K. media and marketing research professionals as they relate to the quality and salience of research resources they use in making day-to-day media selection,...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Author: Craig T. Gugel
December 3, 2003
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Citation

Gugel, C. T. (2003a, December 03). Brand equity 2010. ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/brand-equity-2010


Research papers

Ad page exposure velocity

The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad editorial classification and frequency of publication....

Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Author: Craig T. Gugel
June 19, 2003
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Citation

Gugel, C. T. (2003a, June 19). Ad page exposure velocity . ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/ad-page-exposure-velocity-


Research papers

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
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Citation

Gugel and Idell (2002a, June 09). The ROI ratio. ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/the-roi-ratio


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
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Citation

Gugel, C. T. (2001a, June 01). Caught in the web. ANA - ESOMAR. Retrieved April 25, 2025, from


https://ana.esomar.org/documents/caught-in-the-web