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Research papers

The beauty of enhanced TV

ABC Television and Initiative conducted research to quantify the impact of Enhanced TV (ETV), an interactive application employed during the primetime broadcast of Miss America on ABC Television, September 20th, 2003.Respondents were grouped into two...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: David Ernst, Rachel Mueller-Lust
June 18, 2004
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Citation

Ernst and Mueller-Lust (2004a, June 18). The beauty of enhanced TV. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/the-beauty-of-enhanced-tv


Research papers

Idolised advertising

This paper sets out to prove that viewers that become deeply involved in event television programs, such as Idol, respond more positively to advertising.The nature of the program offers multiple touch points for viewers to form bonds with the event....

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: Jim Alexander, Doug Peiffer
June 18, 2004
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Citation

Alexander and Peiffer (2004a, June 18). Idolised advertising. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/idolised-advertising


Research papers

Radio: Is recent history destiny?

Radio has been 'repositioned' by TV as a 'less' effective medium for brand building. Media research often addresses the question 'How does radio as a medium differ from other channels?' instead of the more important question 'What can radio do for...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Author: Bill Ratcliffe
June 17, 2004
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Citation

Ratcliffe, B. (2004a, June 17). Radio: Is recent history destiny?. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/radio-is-recent-history-destiny-


Research papers

Radio zapping

This paper reports on switching during radio advertising, based on analysis of GfK Media GB's survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol audience measurement technology. Bringing the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Authors: Lex van Meurs, Nick North
June 17, 2004
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Citation

van Meurs and North (2004a, June 17). Radio zapping. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/radio-zapping


Research papers

Give us this day our daily effect

This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a telephone survey among 3,889 radio listeners and show us...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Authors: Karin Schut, John H. Faasse
June 17, 2004
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Citation

Schut and Faasse (2004a, June 17). Give us this day our daily effect. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/give-us-this-day-our-daily-effect


Research papers

Radio as a brand

This paper explores some of the strategies that have been developed and implemented to achieve this goal. It features an overview of the research undertaken to date that has underpinned the overall brand strategy. The strategy demonstrates a unified...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Author: Steve James
June 17, 2004
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Citation

James, S. (2004a, June 17). Radio as a brand. ANA - ESOMAR. Retrieved May 15, 2024, from


https://ana.esomar.org/documents/radio-as-a-brand


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 May 15, 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 May 15, 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 May 15, 2024, from


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