Resources Library by ANA

AUDE

This paper discusses about AUDE (Analyse Unifiee des DonneEs), a new marketing tool, launched in FRANCE last fall 1992 and which has jointly been developped by SECODIP and MEDIAMETRIE. The two main topics addressed by AUDE are on the one hand TV...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Author: Alain Quaghebeur

Company: KANTAR TNS Malaysia

June 15, 1993

Understanding consumer expectations

Through the process of obtaining consumer reactions to a wide variety of public service advertisement, an attempt has been made in this paper to understand the factors that govern consumer expectations of public service advertising. This paper...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Rama Bijapurkar, Titoo Ahluwalia

September 1, 1992

The contributions of advertising testing to the development of effective international advertising

This paper is a case history : we tested two commercials in six European countries. In the first part, we show how diverse the advertising test results and the main efficiency measurements can be from one country to another. We identify four factors...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: J. Andrew Davison, Erik Grab

Companies: Nestlé, GfK

September 1, 1992

Effectiveness of radio advertising

The effectiveness of an advertising message depends as much on its intrinsic virtues - especially the creative work behind it - , as it does on the context in which it appears. This is why in the print media, the impact of an advertisement can drop...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: François Laurent

June 15, 1992

Children and television advertising

This paper will argue that research into the effects of television advertising directed at children’s markets can benefit from being framed within a perspective guided by a more comprehensive understanding of children's cognitive development. A...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?

Authors: Barrie Gunter, Jill McAleer, Brian R. Clifford

June 15, 1992

How to save media money in advertising

This is a practical paper which draws extensively from the experience gained over many years of continuously tracking TV advertising campaigns. The purpose of the paper is to demonstrate firstly how a new research-based approach can provide new...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Bruce E. Smith

June 15, 1992

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