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Advertisement evaluation: The case of Volkswagen (Spanish)

The truth is companies spend millions of dollars on advertising and they don't truly know what works and what doesn't. They have no way to establish a ROI on a TV commercial or a Radio ad. At best, they can estimate the number of people that saw the...

Catalogue: Latin America 2019
Authors: Fabricio Alarcón, Pablo Lemoine
April 9, 2019

Research papers

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

Research papers


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

Research papers

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

Research papers

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

Research papers

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

Research papers

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

Research reports

Qualitative research on Cadbury corporate image

Evidence from various sources suggests that the imageof Cadbury Typhoo may be declining. Many of thegroup' s brands are in second place and declining.Recent trade opinions suggest a lack of confidencein the group.As a result, an advertising campaign...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
November 1, 1978

Research papers

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