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Research papers

Daily reach using SMS

The newspaper industry has never informed advertisers of the number of persons that read a newspaper on one specific day. Subscription newspapers say that readership does not fluctuate significantly over time and readership does not fluctuate from...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Leif Widman, Lena Vogelius
June 13, 2002
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Citation

Widman and Vogelius (2002a, June 13). Daily reach using SMS . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/daily-reach-using-sms-


Research papers

The reach and frequency approach to advertising planning on the Internet

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class (PMEC).While helpful in informing thinking about...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Authors: Steve Coffey, Mainak Mazumdar
June 12, 2002
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Citation

Coffey and Mazumdar (2002a, June 12). The reach and frequency approach to advertising planning on the Internet. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-reach-and-frequency-approach-to-advertising-planning-on-the-internet


Research papers

Forecasting reach, frequency and GRPs on the Internet

Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number of web users who see advertisements. This paper...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: John Chandler-Pepelnjak
June 12, 2002
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Citation

Chandler-Pepelnjak, J. (2002a, June 12). Forecasting reach, frequency and GRPs on the Internet. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/forecasting-reach-frequency-and-grps-on-the-internet


Research papers

Reaching children online

The ongoing 'Future of the Internet according to kids' study reveals children's opinions on how this medium is changing the way that they communicate. Understanding media consumption patterns, information sourcing, e-commerce influences and...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Jorian Clarke
June 12, 2002
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Citation

Clarke, J. (2002a, June 12). Reaching children online . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/reaching-children-online-


Research papers

Interpreting the new online advertising effectiveness measures

This paper concerns the new measures of online advertising effectiveness, and seeks to explain what they are, how they came about and how they can be understood in the light of recent advertising theory.

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Gabriel Hughes
Company: KANTAR TNS Malaysia
June 12, 2002
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Citation

Hughes, G. (2002a, June 12). Interpreting the new online advertising effectiveness measures . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/interpreting-the-new-online-advertising-effectiveness-measures-


Research papers

Cross-media measurement

The Dove Nutrium Bar cross-media case study represents a breakthrough. It is the beginning of the answer of where online fits into the marketing mix. In answering this question, it applied a combination of best practice research techniques. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Rex Briggs
June 12, 2002
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Citation

Briggs, R. (2002a, June 12). Cross-media measurement . ANA - ESOMAR. Retrieved April 29, 2024, from


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


Research papers

Who's watching my ADS?

This paper looks at the results of a study on quality of viewing (in terms of level of attention to program), and how this data can be used to improve the efficiency of real world media planning.

Catalogue: ESOMAR/ARF WAM Conference 2002: Television
Authors: Brian Rock, Robert Chard
June 9, 2002
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Citation

Rock and Chard (2002a, June 09). Who's watching my ADS? . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/who-s-watching-my-ads-


Research papers

Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Sungmi Chung, Mike Sherman
Company: McKinsey & Company
March 17, 2002
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Citation

Chung and Sherman (2002a, March 17). Can CRM work in emerging markets?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/can-crm-work-in-emerging-markets-


Research papers

The public health impact of direct-to-consumer advertising in the United States

While the United States has pioneered the use of direct-to-consumer advertising (DTCA) of prescription drugs, this topic is being discussed and considered by policymakers in Europe and many other countries.These countries are looking at the United...

Catalogue: ESOMAR Global Healthcare 2002
Authors: Humphrey Taylor, Katherine Binns
Company: Harris Interactive (Europe)
February 17, 2002
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Citation

Taylor and Binns (2002a, February 17). The public health impact of direct-to-consumer advertising in the United States . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-public-health-impact-of-direct-to-consumer-advertising-in-the-united-states-