Resources Library by ANA

Revisiting print measures in a channel planning world

This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print

Authors: Peter Kloprogge, Tim Foley

June 19, 2003

Multi-media reach/frequency and optimization

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option. From the perspective...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Authors: James H. Collins, Daniel T. Mallett, Jane Mulligan Traub

June 13, 2002

Take a fresh look at print

This paper outlines and discusses the research implications of a new Print ad sales effectiveness brochure published in May 1999 and sponsored by publisher associations and publishers from many different countries. It is argued that collectively...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Author: Alan Smith

June 15, 1999

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

Advertising in magazines is different

The presentation starts with a brief review of the history of our work in the area of synergy in South Africa, and leads into a discussion of why, after successfully replicating the positive results year on year, we suddenly found brands practising...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Barbara Cooke

June 15, 1997

New opportunities for print vehicles

At the end of 1993, Audipress, the Italian national readership institute, launched an experimental survey which, in addition to the main focus of the survey, readership habits, also examined general buying habits. The results have been available...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Luisa Pogliana

November 11, 1996

Media mix

The paper will briefly present the electronic testmarket GfK-BehaviorScan. Two cases will show, how print advertising and TV advertising integrated in a media mix and enbedded in a complex marketing mix scenario, supported the market success of both...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Christine Graf

Company: GfK

November 1, 1995

The implications for publishers of recent research into effective frequency

In the last two years the amount of published diagnostic information on effective frequency has increased considerably. Most of this work, which challenges much current established thinking, has been concerned solely with television, but in itself...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Alan Smith

Company: KANTAR TNS Malaysia

November 1, 1995

Dissecting the media multiplier

The idea that a combination of print and television makes an advertising budget work harder than does television on its own has been well supported by a number of research studies in recent years. These research studies were drawn together under the...

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

Author: Alan Smith

June 15, 1994