Resources Library by ANA

Quality of exposure

The paper is divided into two parts. First, recent changes with regard to the Spanish TV offer are briefly discussed, outlining the evolution from a public monopoly with only two channels of national coverage to the current situation, in which the...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Enrique Domingo de Bias

June 15, 1992

Effective advertising strategies for the new media and marketing environment

Significant changes in the media and marketing environments in the Triad countries within the next decade will suggest that advertising and marketing strategies should also change. This presentation is intended to motivate that change, and inspire...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Jeri Moore

June 15, 1992

Let's heavy up in St. Louis and see what happens

Heavy up TV advertising for packaged goods has been the traditional way of estimating its effect on sales in the United States. With recent advances in information technology, testing can now be replaced by econometric modelling techniques that...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Laurence N. Gold

June 15, 1992

Use of scanner data to measure the effects of magazine advertising and frequency on product volume

About a year ago, we released the Family Circle Study of Print Advertising Effectiveness. This was the first fruit of a joint effort begun two years earlier with Citicorp’s POS Information Services Division, which invested approximately...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Rebecca M. McPheters

June 15, 1992

Assessing the benefits of combined weeklies and television advertising

In the autumn of 1991 we conducted, through matched area samples and covering both weekly magazines and television, the biggest ever controlled advertising experiment in Sweden. Using 2,6 telephone interviews and 1,3 home interviews we evaluated the...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Ake Wissing

June 15, 1992

Adapting advertising to the media environment, or: The way to kill two birds with one stone

The significance of the media environment with respect to the effectiveness of advertising can be considered as one of the most arbitrary subjects in the field of media research and media planning. Systematical research in this field, however, has...

Catalogue: Seminar 1992: Media Research Meets The Future

Authors: Bouke Walstra, Piet L. C. Nelissen

June 15, 1992

Audience measurement and communication effectiveness

Every day, managers of T.V, channels, in France like in most other western Countries, receive in their office tables and graphs showing the day before audience of T.V. broadcasts. They discover the number of viewers at each time segment throughout...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Michel Brulé

Company: BVA Group

June 15, 1992

David and Goliath

Since the arrival of the private television channels in Spain the newspaper Publishers became more and more worried about the share they would get within the advertising budgets. Television has been always the main medium in Spain for advertising a...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Rosa Maria Forner

June 15, 1991

Planning effective press campaigns

The state of understanding of the effects of print advertising is not as clearly developed as that for TV. This reflects the much more complicated nature of press exposure and the difficulties which that in turn presents for looking at advertising...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Gordon Pincott

Company: KANTAR TNS Malaysia

June 15, 1991