Resources Library by ANA

Delivering the dream

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communications future and the subsequent lack of consumer...

Catalogue: WM3 2007

Authors: Lynne Robinson, Denise Turner

June 3, 2007

Cows in jackets

This paper addresses the opinion and the mood of consumers towards their usage of traditional and non-traditional / 'ambient' media in 20 cities worldwide.Capturing the enthusiasm and frustration about 'good' and 'bad' advertising and the attitude...

Catalogue: Worldwide Multi Media Measurement 2006

Authors: Daniela O. Krautsack, Thomas Aust

June 4, 2006

The impact of online behavioural patterns on measuring campaign performance

The study attempts to provide an insight into a range of research methods commonly used for campaign performance measurement. The paper underlines the problems inherent to the control - exposed methodology, however, the findings are equally...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Maciej Milewski

June 20, 2005

A cost-effective way for testing outdoor creatives

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analyzed 116 outdoor campaigns.For each of the campaigns, the following data were available: a photo of the poster, number of sites,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Andraz Zorko

June 20, 2005

The importance of contextualisation in interpreting consumer needs

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors...

Catalogue: ESOMAR Conference On Age 2005

Authors: Cliff van Wyk, Refiloe Mataboge

January 30, 2005

Measuring the brand effects of banner advertising campaigns

Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured. This paper discusses the...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Authors: Lars Bergkvist, Marcus Friström, Jonas Melander

June 1, 2001

The wonderful art of creating more from less

This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that describe average week results and radio campaigns...

Catalogue: ARF/ESOMAR Worldwide Radio 2001

Authors: Bas de Vos, Camiel Camps

Company: GfK

April 1, 2001

Is my advertising building brand equity?

This paper is based on experiences learned and techniques used incontinuous brand and advertising tracking studies conducted over thepast five years in North America and Brazil. It includes specific case studyexamples of how advertising campaigns...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Rosana Couto, Leda Kayano, Tom Gallagher

November 1, 2000

Untangling the confusion of TV scheduling theories

This paper discusses the distinctions that should be made in media scheduling between the theories of how advertising works (response functions and decay) and the tactics of media buying (cover and frequency). It draws on the modeling analysis work...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Jayne Zenaty Spittler

August 1, 1999