Resources Library by ANA

Share of mind or how to do media planning in saturated markets?

More and more we seem to understand that the aim of media planning cannot alone mean to select the best bargain within the advertising vehicles available. An optimum use of media requires the integration of media planning along with the actual...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Rolf Speetzen

June 15, 1994

Re-engineered research program for print advertising on the B-T-B market

In the spring of 1994 the Berlingske Group of newspapers in Denmark conducted a survey to gain new knowledge about the decision-making process that business-to-business advertisers’ use in making their media and marketing plans. The project was...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Author: Eileen Klitvad

June 15, 1994

Media research

Generally speaking, advertisers are not very interested in media research as such. Of late, accountability of advertising expenditures has become a key topic. The popularity of the advertising effectiveness awards is growing, but the focus of the...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Marion Appel

June 15, 1994

The future at your fingertips

Television research is increasingly dominated by a need to predict ratings accurately. Prognoses of future ratings are of crucial importance for media planners producing or scheduling programmes, and selling or buying commercial time. Forecasts are...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Lex van Meurs

Company: GfK

May 1, 1994

Television reach and frequency in the United States

The purpose of this paper is to provide a practitioner’s view of how TV reach and frequency estimates are developed in the United States of America. The paper is in four parts. The first part discusses the importance of reach and frequency as...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Bruce Goerlich

May 1, 1994

A new method for forecasting television programme audiences and schedule reach and frequency

In the changing audience behaviour situation, and when commercial television in Finland was moving over to a channel of its own, it was necessary to create a system, better than the mathematic models, that could forecast coming audience behaviour...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Marianne Makela, Jean Haukatsalo

Company: Viacom International Media Networks

May 1, 1994

Media moments

The present monograph on "media moments" objectively confirms that media contact depends in part on life-stvle. Preferred media moments with the press, television and radio are arranged differently according to the days of the week and how the...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Hugues Chavenon, Michel Lejeune

May 1, 1994

Sometime

This paper presents a new approach to media strategy, based on the use of the "Temps Media" studies carried out by TMPR 1 on the basis of the CESP Time- Budget Multimedia Study. The guiding principle of our approach is that of basing the media...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Hélène Haering

May 1, 1994

Viewer's willingness to pay and programme choice

As background to planning for the multi-channel interactive future we address two linked questions : What is the demand for different type of programmes? How much would viewers be willing to pay directly for their habitual channels? The paper draws...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Andrew S. C. Ehrenberg, Pamela Mills

May 1, 1994