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

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

Public opinion measurement

This paper presents the way in which content analysis of the Europe-wide written press and television can be applied to study trends in public opinion and in market development, and to evaluate the success of communication policies. The first part...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Ton Broeders, Anna Melich

September 1, 1997

The new French magazine survey

The present paper explains why the French press decided to create a new readership measurement tool. It discusses the technical and political reasons behind the change in the screen, the choice of vertical questioning, the introduction of a question...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Jean-Louis Marx

June 15, 1994

Press

Press evaluation research has been dominated by readership surveys, which aim to identify audience size, composition and reading habits. This type of research provides information for media buyers, but provides little, if any, insight into overall...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Dave Phillips

June 15, 1991

Press advertising revenue

The main influence on gross press advertising revenue is the general health of the economy, as measured by GDP per capita. The same is not TRUE for TV. The size of the commercial audience on TV is limited both by the nature of the medium and by state...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Jane Perry

June 15, 1991

The influence of commercial TV on the volume of advertising in magazines and newspapers

They fear that the develop of the commercial television in Europe could restrain the press. A great deal of attention has been paid to this topic by the Italian advertising sector and by the legislature. We shall attempt to answer showing that this...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Gianluca Aru

June 15, 1991

How do press ads really work and how can we measure their performance more realistically

This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Authors: Wendy Gordon, Andrea Berlowitz

June 15, 1991

The capital image

Studies carried out on the press in the majority of cases concentrate on investigations of the readership. Focusing on the various types of readers of a single title, and classifying them both socio-demographically and in terms of social behaviour,...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Authors: Philippe Robinet, François Laurent

Company: BVA Group

June 15, 1991