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Research papers
Keeping track of the users
This paper aims to provide insight into the role and value of Web advertising and media planning. Three criteria are seen as playing a role in the media planning process: quantitative reach, qualitative reach, and costs. A literature review shows...
Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Anita Elberse, Edith Smit
October 20, 1998
Research papers
Identifying, tracking and targeting viewer segments
The authors utilized the Nielsen Quadrant Segmentation System to create audience analysis tool that evaluates television network programming strategy by day part, such that the four segmentations of the Nickelodeon audience are isolated for on-going...
Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Bruce Friend, Bill Engel
Company: Viacom International Media Networks
June 15, 1998
Research papers
The consumer
The consumer panel has traditionally been an instrument used by marketing departments with the objective of obtaining a tracking of the market and the consumer. During the last years, a very important contribution to the development of consumer...
Catalogue: Seminar 1997: The Changing Retail Scene
Author: Josep Montserrat
June 15, 1997
Research papers
Ad tracking in India
This paper traces the evolution of Advertising Tracking in India over the previous thirteen years or so. This evolution has been segregated into three stages: origin: characterized by pre and post-testing growth: characterized by quasi-continuous...
Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Kalika Tripathi
November 1, 1996
Research papers
Is there one global village for our future generation?
This paper introduces a new service of Roper Starch Worldwide and Just Kids Inc., sponsored by multinational corporations such as Mars, Kodak, and McDonald's, to track the lifestyle and consumption patterns of 7-12 year-olds around the world. While...
Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: George Carey, Joan Chiaramonte, David Eden, Xiaoyan Zhao
November 1, 1996
Research papers
Developing a new way to monitor opinion in Europe
This paper covers the development of the Continuous Tracking Survey (CTS), a new instrument created for the European Commission to monitor public opinion in the European Union. The survey is carried out continuously using CATI and CAPI in the fifteen...
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Karlheinz Reif, Roland Cayrol, Jenny Turtle
Company: CSA
September 1, 1996
Research papers
Price information
This paper will examine some of the reasons for the price diversity in the telecom market, and some of the factors that are driving the operators to keep changing their prices. Price information is becoming more and more important, and different...
Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Halvor Sannaes
June 15, 1996
Research papers
What have we learnt from tracking sponsorships?
Sponsorship is a relatively under-researched area in most developing countries. To learn more about it, a continuous tracking system was set up. In this paper the authors share their experiences with tracking data, the evaluating effect of specific...
Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Srijib Maitra, Jasojit Mookerjea
March 1, 1996
Research papers
