Resources Library by ANA

Integrated campaign evaluation

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies.In the evaluated campaigns, the explained variance of the predictive models depends on the planning strategies used in the campaigns. The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Author: Lex van Meurs

Company: GfK

June 22, 2005

Single source multimedia measurement

The paper looks at two out of four planned test periods with Mediawatch. In these tests, the meter is prepared to measure TV, radio and print use. Results show that:- Respondents can be motivated to indicate their print use by Mediawatch. The way of...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Author: Manuel Daehler

June 22, 2005

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

What does the consumer think?

Poorly used by advertisers in Brazil, radio is undergoing a period of rebirth in the United States and Europe. In Brazil some new research tools have appeared and the medium is going through a process of professionalization.This study examines radio...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Author: Fábio Mariano

June 21, 2005

A theoretical and empirical study of product placement quality

Based on expert, domain knowledge and experience, academic advice and guidance, as well as an extensive meta-analysis of existing advertising, awareness, involvement, and perception studies, iTVX, in collaboration with OTX Research of California...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Raymond C. Petit, Frank Zazza

June 21, 2005

TV viewing

This paper looks at what propels a home to finally shift or even to sample a new disruptive programme.The recent launch of Indian Idol (the Indian version of American Idol) is used as a test case. Understanding a complex behavior like viewing...

Catalogue: Asia Pacific 2005

Authors: Akash Chawla, L. V. Krishnan, Sharan Sharma

Company: TAM Media Research

March 13, 2005

Do new digital media change deeply ingrained behaviors in European digital consumers?

This paper describes various pieces of research carried out to explore the impact of new digital media on information gathering habits of digital consumers in the main European countries.In particular, the author looks at one of the fastest growing...

Catalogue: ESOMAR Conference on Digital Futures 2005

Author: Idalina Cappe de Baillon

March 1, 2005

Media multiplexing in the United States

This paper investigates the phenomenon of media multiplexing whereby people consume small amounts of media content and then switch to another media channel.A profile of the differences in media multiplexing among a number of demographic groups is...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Author: Max Kilger

June 18, 2004

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