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Videos

Breaking the walls between traditional and digital marketing

This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate...

Catalogue: Latin America 2019
Authors: Caio Daier, Rebecca Azevedo
Companies: Facebook, Kantar
April 8, 2019

Research papers

Breaking the walls between traditional and digital marketing

This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate...

Catalogue: Latin America 2019
Authors: Caio Daier, Rebecca Azevedo, Emiliano Mosca, Liliana Antunes
Companies: Facebook, Kantar
April 7, 2019

Research papers

One size fit all

The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the model’s internal measures rather than external comparisons such as pre- and post-test validations. The model...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: Chuck E. Young
September 23, 2001

Case studies

Make a wish

To date, the majority of research metrics have been largely geared towards direct marketers. Recently more tools are becoming available to allow organizations to measure the brand effectiveness of their online campaigns using relevant metrics such as...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Ethan Rapp, Mainak Mazumdar, Julie Hootkin
June 1, 2001

Research papers

The wonderful art of creating more from less

This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that describe average week results and radio campaigns...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Bas de Vos, Camiel Camps
Company: GfK
April 1, 2001

Research papers

Economic VS. non-economic measures of advertising efficiency

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Sabine Wüst
Company: GfK
June 15, 1988

Research papers

Cost effective advertising

Advertising performance is probably the most discussed subject amongst marketing and advertising people, particularly in the pharmaceutical field. This paper discusses the way that Ciba-Geigy and their advertising agency, the General Advertising...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Authors: Frank Collins, Geoffrey C. Brook
Company: Gallup International Association
June 15, 1983

Research papers

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Marc Vincent, José-Maria Riera Vidal
Company: Nestlé
June 15, 1981

Research papers

Miscellaneous

Introductory paragraph to "Miscellaneous" section of the book "Market researches look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980