Resources Library by ANA

Data to decision

This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Peter Kloprogge, Tim Foley

June 18, 2003

Does fusion-on-the-fly really fly?

This paper presents a quick data fusion algorithm (known as predictive isotonic fusion) that is customized on a case-by-case basis. The accuracy of this data fusion for target group ratings was compared against a commercially available syndicated...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Michelle de Montigny, Roland Soong

Company: KANTAR TNS Malaysia

June 18, 2003

Learning more about planning for marketing efficiency

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and planning decisions. The paper outlines a proposal which...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Author: Alan Smith

June 18, 2003

Real cross media intelligence for real cross media planning

Arbitron's Portable People Meter (PPM) results provide 'real' cross-media duplication between radio and television. PPM differs from present currency-based estimation of random duplication between independent sources for local-market radio and...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Roberta M. McConochie, Beth Uyenco

Companies: Nielsen, OMD Group

June 18, 2003

Media insights

This paper analyzes respondents' free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers' media perceptions.

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Hiroki Noda, Naoko Katayama, Shu Akahane

Company: Dentsu Macromill Insight

June 18, 2003

Multi-media

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Peter Callius, Peter Masson

Company: Bucknull & Masson

June 18, 2003

The curse of the Leverhulmes

Historically, much of what we have learned about payback to advertising has come from tracking Consumer Packaged Goods (CPG) on television. The data typically show that advertising investments do not payback short term, but require several years....

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Erwin Ephron, Gerry Pollak

June 18, 2003

Do you know what's driving your brand?

One of the on-going frustrations marketers have expressed about brand tracking research is 'given these results, what action should I take?' In part, this frustration stems from the inability to predict behavior from attitudes and perceptions, but it...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Joseph Plummer, J. David Phillips

Company: Microsoft

June 18, 2003

Evaluating the ROI of radio and billboards

This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Investment from advertising. The findings indicate that...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Brian Cusick, Rick Abens

Companies: Nielsen, Kraft Heinz Company

June 18, 2003