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Research papers

Media planning processes

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personnel faced with the challenge of developing and...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Jayne Zenaty Spittler
November 11, 1996
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Citation

Spittler, J. Z. (1996a, November 11). Media planning processes. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/media-planning-processes


Research papers

Effective media planning in Russia

The paper describes the real situation with media planning and media research in Russia which may be similar to the problems of most developing countries but extremely complicated with the enormous geographical stretch of Russia. The main point...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Alexander Kostyuk, Illiya Slutsky, Alexey Krasnov
November 11, 1996
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Citation

Kostyuk, Slutsky and Krasnov (1996a, November 11). Effective media planning in Russia. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/effective-media-planning-in-russia


Research papers

Geoplanning

This paper describes a new technological approach to planning outdoor advertising campaigns through an approach which exploits the potential provided by new geographical software programs applied to marketing. After a general overview on GIS...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Antonio Margoni
November 11, 1996
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Citation

Margoni, A. (1996a, November 11). Geoplanning. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/geoplanning


Research papers

Program types

This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, that different program types generate different...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Uwe Munzinger
November 11, 1996
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Citation

Munzinger, U. (1996a, November 11). Program types. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/program-types


Research papers

From people meter to decoder

The paper describes people meter systems that are used for measuring television ratings and looks at the alternative measurement systems that are given by new media. The Internet is very much in the picture, but does not seem to be able to threaten...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Arie K. den Boon
November 11, 1996
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Citation

den Boon, A. K. (1996a, November 11). From people meter to decoder . ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/from-people-meter-to-decoder-


Research papers

MUST

This paper describes how more market profit can be derived out of media data when: A) users are offered easy and practice-oriented access to the data, and when; B) new data are created which can provide answers to old questions. The problem is that a...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Erwin Weibel
November 11, 1996
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Citation

Weibel, E. (1996a, November 11). MUST. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/must


Research papers

Quality, so what?

Relationship with a medium, in the sense of usage of and attitude towards a medium, is underestimated in media-planning. Reading intensity seems to be a good indicator for page exposure, so for the opportunity to see an advertisement. Satisfaction...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Piet L. C. Nelissen, Jolanda van Kesteren
November 11, 1996
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Citation

Nelissen and van Kesteren (1996a, November 11). Quality, so what?. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/quality-so-what-


Research papers

Analysing relationship between advertising and marketing data

This paper describes the structure and main features of a tool aiming at understanding the role played by advertising within the marketing environment. A special focus is on the question how explanatory variables are selected and related according to...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Claudio Conti
November 11, 1996
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Citation

Conti, C. (1996a, November 11). Analysing relationship between advertising and marketing data. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/analysing-relationship-between-advertising-and-marketing-data


Research papers

The holy grail at a bargain basement price?

This paper reports on AGB’s introduction of a new single source type survey into the New Zealand and Australian markets. Combining the industry accepted currencies of TV viewing and print readership the New Zealand model adds a product...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Geoff Isaac, Brian Milnes, Park Beede
November 11, 1996
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Citation

Isaac, Milnes and Beede (1996a, November 11). The holy grail at a bargain basement price?. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-holy-grail-at-a-bargain-basement-price-