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Research papers

Developing the foundation for a new approach to understanding how media advertising works

Massive marketplace changes and several new research and analytical approaches have raised serious questions about 'how media advertising works' in the interactive, networked, global systems found in the 21st century media marketplace.Three new...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Don E. Schultz, Joseph J. Pilotta
June 16, 2004
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Citation

Schultz and Pilotta (2004a, June 16). Developing the foundation for a new approach to understanding how media advertising works. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/developing-the-foundation-for-a-new-approach-to-understanding-how-media-advertising-works


Research papers

Multimedia exposure and variations in consumer response

Multimedia reach and frequency applications are perhaps some of the most widely used tools in the media planner's analytic arsenal. These tools allow planners to craft media schedules using a variety of vehicles to reach a specific target audience a...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Craig T. Gugel, Tonya Deniz
June 16, 2004
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Citation

Gugel and Deniz (2004a, June 16). Multimedia exposure and variations in consumer response. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/multimedia-exposure-and-variations-in-consumer-response


Research papers

Cross media optimization

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limitations inherent in traditional approaches to...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Author: Rex Briggs
June 16, 2004
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Citation

Briggs, R. (2004a, June 16). Cross media optimization. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/cross-media-optimization


Research papers

Cross media consumption and adequate media strategies

This paper takes a first careful step into the rich body of information on combined usage of radio and TV which has accumulated in three years of electronic measurement of radio (and TV) with Radiocontrol, the radio watch, in Switzerland.Analyzing...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Giordano Giordani, Rolf Müller
June 16, 2004
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Citation

Giordani and Müller (2004a, June 16). Cross media consumption and adequate media strategies. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/cross-media-consumption-and-adequate-media-strategies


Research papers

Day in the life pilot study

This paper describes a pilot study conducted by Mediamark Research, Inc. to determine how adults allocate their media time over the course of an average day.The results of this study are reviewed in terms of cooperation rates, the allocation of media...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Michal Galin, Richard Fielding, Ted D'Amico
June 16, 2004
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Citation

Galin, Fielding and D'Amico (2004a, June 16). Day in the life pilot study. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/day-in-the-life-pilot-study


Research papers

IMC evolution

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management fad'.This paper provides evidence of an increased...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Lynne Eagle, Philip Kitchen
June 16, 2004
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Citation

Eagle and Kitchen (2004a, June 16). IMC evolution. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/imc-evolution


Research papers

In quest of the Holy Grail

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects.It is important that all media types are comparable from OTS...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Marion Appel, Herman Bos, Lucas Hulsebos
June 16, 2004
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Citation

Appel, Bos and Hulsebos (2004a, June 16). In quest of the Holy Grail. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/in-quest-of-the-holy-grail


Research papers

No free lunch in data fusion/integration

This paper addresses the elusive quest for that one single best method for data integration. The authors assert that this is a fool's quest since at the heart of learning theory is the famous No Free Lunch Theorem which makes this an impossible...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Michelle de Montigny, Roland Soong
June 16, 2004
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Citation

de Montigny and Soong (2004a, June 16). No free lunch in data fusion/integration. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/no-free-lunch-in-data-fusion-integration


Research papers

Calibration

Collection of sufficient information on a single-source survey is a well documented barrier to multi-media evaluation. There are a number of methods used to attempt to ameliorate this information problem by collecting information on two or more...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Paul Summer, Peter Masson
June 16, 2004
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Citation

Summer and Masson (2004a, June 16). Calibration. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/calibration