Resources Library by ANA

Zapp!

This paper describes an extensive research project concerning the leakage and influx of viewers during commercial breaks. The goal of this research project is to determine which factors bring about this kind of channel switching. The study covers the...

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

Author: Lex van Meurs

Company: GfK

June 15, 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

Measuring audience reaction in the UK

This paper deals with the measurement of audience reaction - what viewers think of the television programmes they watch - which is monitored on a continuous basis by broadcasters in the UK. The problems of translating appreciation into a simple score...

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

Authors: Richard Windle, Liz Landy

June 15, 1996

ITV ratings are not a commodity product

The historic perception that too much “wastage” is generated on TV and the recent increase in fragmentation of viewing, were beginning to have deleterious effects on UK television advertising and the major commercial channel, ITV, in...

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

Author: Susan Read

Company: Laser Marketing Research (Europe) Ltd.

June 15, 1996

A car is like a box of frosted flakes

Ehrenberg and Jones argue convincingly that advertising effects are weak, yet the Jones single-source analysis finds a single exposure can strongly influence which brand is purchased. This seeming conflict is resolved by "recency," the idea that...

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

Author: Erwin Ephron

June 15, 1996

Inmarsat

Inmarsat is one of a new genre of global, ingredient brands whose potential is being opened up by the rapidly growing use of communications and information technology. This paper considers the communication and advertising issues that arise when...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Leigh Stops

June 15, 1996

Diagnostic and predictive advertising pre-testing

The paper starts with examining the needs of marketing and advertising practitioners in the region from advertising pre-testing. This is done through in-depth interviews conducted by the author with a few leading professionals in the advertising...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Ravi Miglani

March 1, 1996

Readership research for local free-sheets

Since April 1994 the Bundesverband Deutscher Anzeigenblatter (BVDA) and its member publishers have been pursuing their concept of systematic readership research for editorial and advertising marketing. On the basis of research standards, set up by...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Michael Wirkner

November 1, 1995

The halo effect

To obtain insights into how advertising works, it is important to appreciate the factors influencing its action on the public. It is necessary to define the term "advertising" prior to going further. Advertising can be said to be any (and in fact,...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Authors: Anumita Sharma, Sanjaya Shunglu

November 1, 1995