Resources Library by ANA

Using consumer panels in media research

This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV and press on the purchase of brands by an upmarket...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Authors: Ravi Moorthy, Praveen Tripathi

October 20, 1998

Consumers and brands

This paper focuses on efficiency, advertising investment efficiency, and of course, the most important theme, efficiency measuring. Measuring and efficiency, or efficiency measuring and efficiency - it is the same, because we will not know if we are...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Ampelio Plaza

October 20, 1998

Does clutter degrade the media environment?

This paper analyzes of one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a negative effect on commercial effectiveness,...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Debbie Solomon

October 20, 1998

Keeping track of the users

This paper aims to provide insight into the role and value of Web advertising and media planning. Three criteria are seen as playing a role in the media planning process: quantitative reach, qualitative reach, and costs. A literature review shows...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Authors: Anita Elberse, Edith Smit

October 20, 1998

Why modernist media solutions are failing in a post-modern world

This paper demonstrates that harmonisation is no longer valid given the fragmentation and subsequent reconstruction of conventional media around a new media hub, the Internet. It argues that harmonisation is a modernist concept fumbling around in a...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Richard S. Wilson

October 20, 1998

Profiling media users

The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA,...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Authors: Kristian Arnaa, Rolf Randrup, Suzanne Beckmann, Flemming Hansen

Company: KANTAR TNS Malaysia

October 20, 1998

Psychographic targets after an economic crisis

Traditionally, media research by TV networks in Mexico analyzed the the audience by either demographic or geographic segmentation. In 1994, the Mexican peso suffered from a huge devaluation, which affected life style and aspirations of the audience,...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Idalia Cruz Garza

October 20, 1998

Better planning by improved learning from campaign tracking research

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Alan Smith

October 20, 1998

Looking East, looking West

This paper concerns the planning, execution and communication of the results of Turkey’s first ‘industry’ readership survey. Three sets of problems needed to be resolved. First, Turkish media competition is intense, particularly...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Authors: Gülen Atakbek, Michael M. Brown

October 20, 1998