Resources Library by ANA

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

Benefits of radio advertising

This paper presents the results of the second wave of a basic study to show the effectiveness, in principle, of radio as an advertising medium. It describes how radio contributes to the effectiveness of mixed campaigns with TV, both in isolation and...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Authors: Sven Dierks, Christoph Wild

October 20, 1998

Measuring advertising on the web

This paper is an executive summary of the Online Advertising Effectiveness Study which the Internet Advertising Bureau commissioned MBinteractive to conduct. The study was designed to help value the advertising impact of online communications since...

Catalogue: The Worldwide Internet Seminar 1998

Author: Rex Briggs

Company: KANTAR TNS Malaysia

June 15, 1998

Advertising effectiveness, so now we know

This paper sets out to review a number of important issues in advertising and media in Asia. The introduction is taken up with describing some changes in marketing and advertising practise in Asia over the past ten to fifteen years. The impacts of...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Author: Tim Foley

June 15, 1998

Advertising in magazines

The paper presents research findings of Sesame, a survey including hundreds of advertising campaigns in the various media, designed to compare average media effectiveness - and the methodology used for this survey. The results show the specific...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Authors: Marc Vincent, Annick Vincent

June 15, 1997

Advertising in magazines is different

The presentation starts with a brief review of the history of our work in the area of synergy in South Africa, and leads into a discussion of why, after successfully replicating the positive results year on year, we suddenly found brands practising...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Barbara Cooke

June 15, 1997

Product/media and the quest for the Holy Grail

This paper is about ways to collect and integrate information on television/radio use on the one hand and use of different products on the other. And from a Canadian perspective; which is probably sufficient motivation for the reader to turn speedily...

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

Authors: Ken Purdye, Rob Dick

June 15, 1996

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Yasser Omar, Shashikala Halve

Company: PepsiCo

March 1, 1996

Accountability

Market research bureau Inter/View in Amsterdam has conducted a survey assigned by Weekbladpers, a Dutch publisher of weekly and monthly sports and culture magazines. In this survey an experiment was carried out to test the hypothesis of the...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Authors: Marianne Wessel, Sikke Bakker

November 1, 1995