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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

Research papers

Caught in the web

The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains. The purpose of the analysis was to determine how excessive frequency of exposure to banner ads impacts click-through...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Craig T. Gugel
June 1, 2001

Research papers

Retailers as media destinations

This research study is a comprehensive analysis of the efficacy of the emerging in-store medium.The multi-phased study covers a number of different aspects and simplifies the overall challenge of understanding this emerging radio opportunity. The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Authors: Craig T. Gugel, Robert Wolf, George Wishart
June 21, 2005

Research papers

The program content dimensions of the technology-involved consumer

We undertook an extensive analysis of 1993 MRI Doublebase data to establish and define the factors which best describe the program content dimensions of the technology-involved consumer. This is a target group which we tend to refer to as...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Craig T. Gugel
May 1, 1994

Research papers

The ROI ratio

The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television
Authors: Craig T. Gugel, Cheryl Idell
June 9, 2002

Research papers

Ad page exposure velocity

The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad editorial classification and frequency of publication....

Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Author: Craig T. Gugel
June 19, 2003

Research papers

Plan weekly, accumulate optimally

The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios. This analysis was undertaken in order to identify which of three analytical approaches would deliver the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Print
Authors: Beth Uyenco, Craig T. Gugel
June 15, 2004

Research papers

The radio-tv media mix

The authors recently analyzed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis. The purpose of the analysis was to determine the optimal combination of...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Craig T. Gugel, Roberta M. McConochie
April 1, 2001

Research papers

Brand equity 2010

The author recently conducted an online survey to better understand the views of U.S. and U.K. media and marketing research professionals as they relate to the quality and salience of research resources they use in making day-to-day media selection,...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Author: Craig T. Gugel
December 3, 2003