Resources Library by ANA

Online advertising

This paper examines the theoretical and practical principles of on-line advertising via the Internet. It addresses fundamental issues raised by this increasingly consequential, emerging area of business and presents solutions developed by a European...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?

Author: Hendrik Dohmeyer

January 1, 1997

How TV campaigns work

This paper presents the results of the last in a series of surveys entitled Qualitaten der Fernsehwerbung, which describes in general terms the effective mechanisms of TV advertising in relation to actual exposure and uses this to derive media...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Christoph Wild

November 11, 1996

Compatible or not?

How frequently and within which programme environment would a young woman aged between 20 and 25 years, highly committed to social justice and environmental conservation, with 1 child and her studies not yet fully completed and with a passion for...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Author: Michael Darkow

Company: GfK

June 15, 1996

The market for TV air-time in Europe

This paper addresses the television media issues facing advertisers in Europe. It examines both the supply and demand side of the markets and then concentrates on the requirements of the demand side, especially from the advertisers' rather then the...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Michael Cluff, Tom Harper

June 15, 1996

The real value of lucky breaks?

The objective of this paper is to outline the effects of how consumers view programmes and commercial breaks that are part of a sales promotion campaign. In the promotion, viewers were encouraged to watch not only the programmes, but the commercial...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Author: Fran Cassidy

June 15, 1996

The implications for publishers of recent research into effective frequency

In the last two years the amount of published diagnostic information on effective frequency has increased considerably. Most of this work, which challenges much current established thinking, has been concerned solely with television, but in itself...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Alan Smith

Company: KANTAR TNS Malaysia

November 1, 1995

Let me show you our holiday video.....?

At the beginning of the 1990’s, it was recognised that the existing information on the volume and value of tourism and the characteristics of the visitor market was inadequate as an input to the forward planning and development of tourism on...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Chris Brock, Tom Costley

September 1, 1995

Quality of television publicity impacts

This paper is devided in five chapters. The first one us dedicated to the enourmous contribution of Rating TV adversiting audience, mainly through its quantifing relation. Nevertheless, we should point out that this methodology provides straithgt...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Ricardo Romero de Tejada

June 15, 1995

How car advertising works?

Car advertising provides a privileged field to analyze how advertising works, given the weight of the investments, and the level of consumers' involvement. For 10 years, B.V.A. has collected data on several European countries on the impact of the...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Michel Brulé, Gilbert Saporta

Company: BVA Group

June 15, 1995