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Research World (June 2009)

Our theme this month is return on marketing investment (ROMI). But just that one Insight throws the discussion of this aging concept into very sharp relief. Just what is ROMI? Is it return on investment on the entire marketing effort? Or return on...

Catalogue: Research World 2009
Author: ESOMAR B.V.
June 1, 2009


Revue Française du Marketing (Mars 2005)

Le marketing est une discipline qui a beaucoup évolué ces 10 dernières années. LaRevue Française du Marketing s'est donné pour rôle d'accompagner ceschangements.Ce numéro de début d'année ouvre une réflexion sur 2...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
March 1, 2005

Research papers

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


Research World (April 2000)

When considering the long-term effects of advertising, Internet advertisements can only be seen as part of an integrated media mix, re-enforcing messages that have become ingrained in memory. But the Net is an immediate medium and short-term effects...

Catalogue: Research World 2000
Author: ESOMAR B.V.
April 1, 2000

Research papers

Customer magazine publishing

This paper brings together, for the first time, data on the key national markets for customer magazines, as well as presenting the world's first generic research into the effectiveness of customer magazines. The results are based on research...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Neil O'Brien
October 10, 1999

Research papers

The impact of changes in retailing on promotions research

No one would dispute that over the last two decades there has been a dramatic shift in the balance of power between manufacturer and retailer. Whilst perhaps most evident is the grocery sector this has extended to roost other areas of retailing. This...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Maureen Johnson
November 6, 1985

Research papers

Sales promotion

Sales Promotion is a strategic communications discipline at least for those client companies who use it properly. As a discipline it has a leading edge over most others in that it can be used tactically to produce a short term result but only within...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Gerry Postlethwaite
November 6, 1985

Research papers

Assessing the effectiveness of computer-based training

Modern technology has made possible the use of distance learning on a large scale, by means of remote terminals linked by telecommunication land lines to a central computer system. Barclays Bank in GB has been developing such a system for the last...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Robert J. Mortimer, Roger J. Stubbs
June 15, 1984

Research papers

Measuring the effects of investment in rail services

This paper describes a major study of two rail investments in Glasgow. The main results are presented with commentary on their relevance to the evaluation of similar investments and the lessons for the decision making process that can be learned from...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: John Wicks
June 15, 1983