Resources Library by ANA

Aiming at moving targets

The paper describes the work that has been carried out to develop a method to determine the reach and frequency of public transport advertising and to support a modelling approach to calculate the media performance for specific campaigns and their...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Author: Michael Drabczynski

January 1, 2000

Introduction

Introduction to the ESOMAR Monograph "Better Research For Better Media Decisions" (vol.7) from Sheila Byfield.

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Sheila Byfield

August 1, 1999

Added value of the media mix

The paper describes three case studies of real market tests that have been carried out with GfK-BehaviorScan in Germany and France. In these tests parts of the media budget for fast moving consumer goods have been shifted from TV to print. The aim...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Author: Christian Stahl

Company: GfK

June 15, 1999

Internet testing

This paper presents the results of the first large-scale parallel-testing program in the United States between central location (mall-intercept) and Internet interviewing. The research is significant because it demonstrates contrary to the...

Catalogue: ESOMAR Net Effects 1999

Authors: Joseph Willke, Christine Adams, Zara Girnius

Company: Nielsen

June 15, 1999

Changing the radio survey method

German radio stations began a large-scale multi-method test in 1995 in order to validate and improve radio survey methods. After five years of research experience and an investment of more than DM 2 million the Joint industry committee for media...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Henriette Hoffmann, Dieter Müller-Veeh

June 15, 1999

Interaction and intensity

A core function of magazines is their ability to provide an interactive forum for readers to communicate with like-minded people. A study was commissioned by Pacific Publications to look at how magazine readers use their magazines and which areas of...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Author: Angela Brooks

June 15, 1999

Assessing radio advertising effectiveness

When respondents are asked to recall ads in a “real world” context radio does well both in absolute terms and relative to television. Aided ad recall in this study averaged 32% across ninety-one radio ads vs. 38% a cross seventy-four ads...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Jackie Ferris, Owen Charlebois

June 15, 1999

Impact test on the Internet

The dramatic increase of Internet usage is accompanied by a similar increase of advertising spending on this new communication vehicle. However accurate measurements of the effectiveness of Internet advertising were ...

Catalogue: ESOMAR Net Effects 1999

Authors: Claudia Willner, Martin Mayr

June 15, 1999

With and without help

That advertising on the radio works was already proven for Germany in general terms in 1994 with the basic study “Qualitaten der Radiowerbung I’ (Qualities of Radio Advertising I). To be able to answer questions beyond the general proof of...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Author: Christoph Wild

June 15, 1999