Resources Library by ANA

Addressable TV advertising

How can we move TV advertising forward with big data? Applying learnings from digital display to advance programmatic TV advertising.The purpose of this article is to systematize the role of the different data available for programmatic TV...

Catalogue: Big Data World 2017: Smart Data Integration

Authors: Edward Malthouse, Judy Franks, Ewa Maslowska

November 13, 2017

Geoplanning

This paper describes a new technological approach to planning outdoor advertising campaigns through an approach which exploits the potential provided by new geographical software programs applied to marketing. After a general overview on GIS...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Antonio Margoni

November 11, 1996

Media fragmentation

This paper will highlight the impact of media fragmentation on overall television viewing habits in the United Kingdom and describe how the viewing of pre-recorded videos fits into this environment. Findings from the VideoTrak service will be used to...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: Elaine Safier, Caroline Stott

November 11, 1996

How to optimize a sales organisation in the financial area

A company in the financial area had developed a special conception of a sales organisation. One main target of this research was to find the correct way of addressing (advertising, head hunting or other methods) for possible candidates for such a...

Catalogue: ESOMAR Congress 1989

Author: Gisela Stengel-Guettner

September 3, 1989

Utilising the medium of contemporary music

To execute a successful sponsorship, it is essential that marketeers, identify, select and target their promotional activity in a skilful and selective manner. In the following paper we examine a major elusive target market, the youth, whilst...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Paul Pike, Dirk Spiers

November 6, 1985

Qualitative readership research

The term ‘qualitative’ can cover a wide range of aspects that go beyond average issue readership, and which are relevant to the planning of advertising schedules.

Catalogue: ESOMAR Monograph Series Vol.3: Print Media Research

Author: Liliana Denon

June 15, 1980

How to adapt research techniques to design and assess corporate image advertising

Corporate advertising requires a research-based approach just as much as product advertising. A good example is Imperial Chemical Industries Ltd., who have been using this approach in Britain since the 1940's. Following research in 1968, the campaign...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Alan Wolfe

Company: Ogilvy

June 14, 1978

Some examples of research on bio-tex promotion

The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: John Knecht, Marten Rook

June 15, 1976

The usage of qualitative media research data in the practice of media planning

The purpose of this paper is to show how quantitative and qualitative media research data can be used in every step of advertising planning and especially in the practice of the media planning. This practice is the situation in The Netherlands at...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Bonny G.J. Stoelinga

March 1, 1976