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Research papers

I did not hear you the fist time

This paper demonstrates the use of econometrics in the researchenvironment. Traditional media econometrics has used a decayed TVRapproach to account for the effects of advertising. This has helped deliverquantification, and in some instances the...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Tim Foley, Chris Mee
Companies: integral, OmnicomMediaGroup,
November 1, 2000

Research papers

Streaming media on the Web

In March 1999, Millward Brown Interactive conducted the first test ofStreaming Media on behalf of RealNetworks and their client 800.com.The results showed a very strong and statistically significant increase inad awareness and brand awareness for...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Nigel Hollis, Susan Blank
Company: KANTAR TNS Malaysia
November 1, 2000

Research papers

How internet advertising works

The rapid increase in the number of people who can and do access the Internet, has resulted in similarly strong increases in the amount of money spent for online advertising. This increase in spending makes it more and more important that the...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment
Authors: Rex Briggs, Horst Stipp
June 15, 2000

Magazines

Research World (April 2000)

When considering the long-term effects of advertising, Internet advertisements can only be seen as part of an integrated media mix, re-enforcing messages that have become ingrained in memory. But the Net is an immediate medium and short-term effects...

Catalogue: Research World 2000
Author: ESOMAR B.V.
April 1, 2000

Research papers

Using consumer panels in media research

This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV and press on the purchase of brands by an upmarket...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Ravi Moorthy, Praveen Tripathi
October 20, 1998

Research papers

Does clutter degrade the media environment?

This paper analyzes of one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a negative effect on commercial effectiveness,...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Debbie Solomon
October 20, 1998

Research papers

Effectiveness of television advertising exposure for packaged goods brands

This paper presents the authors’ latest experience with their X-10-D model, a rate of change model. The authors find that what was initially a retrospective monitoring and testing tool is now primarily being used for ongoing measurement of the...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: James F. Donius, Michael von Gonten
June 15, 1998

Research papers

The brand choice and quantity model

Traditionally, application of household panel data is almost completely limited to more or less descriptive purposes, like demographic consumer profiles, brand switching behaviour or parallel usage. Although the information drawn from these analyses...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Author: Axel Tenbusch
Company: Nielsen
June 15, 1998

Research papers

When every second counts

In television audience research in The Netherlands (and similarly in other European countries) viewing behaviour is registered by the meter on a Per second basis. A change in channels is noted from the moment a viewer watches a channel for fifteen...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Author: Lex van Meurs
Company: GfK
June 15, 1998