Resources Library by ANA

Integrated campaign evaluation

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies.In the evaluated campaigns, the explained variance of the predictive models depends on the planning strategies used in the campaigns. The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Author: Lex van Meurs

Company: GfK

June 22, 2005

Single source multimedia measurement

The paper looks at two out of four planned test periods with Mediawatch. In these tests, the meter is prepared to measure TV, radio and print use. Results show that:- Respondents can be motivated to indicate their print use by Mediawatch. The way of...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Author: Manuel Daehler

June 22, 2005

The creation of a single source cross media Internet panel

This paper describes a completely new way of measuring Internet audience behavior and combining it with a full cross media survey covering all major media categories and a full TGI database. The really good news is that with only minor changes to the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: Anders Lithner, Stefan Svanfeldt, Peter Callius

June 22, 2005

Diaries for digital delivery

The growth of digital platforms like satellite and cable TV, as well as the internet, has changed listening patterns in the United Kingdom.There has also been an increase in station choice with the launch of 20 national digital only services from the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Tim Farmer, John Stockley

Company: Ipsos MRBI

June 21, 2005

Adding "cell phone only" households in a radio measurement service

The authors present results from a study in which respondents were called on their cellular (mobile) phones to determine their levels of cellular dependence (e.g., cell-only or cell-casual users).Respondents were also asked to participate in...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Ed Cohen, Barbara O'Hare, Anna Fleeman

Company: Nielsen

June 21, 2005

Measuring radio's real ROI

This 'real world' study was conducted in the United States for the Radio Ad Effectiveness Lab by Millward Brown and Information Resources, Inc. (IRI), and it examined four pairs of radio and television campaigns in a range of product categories over...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Mary Bennett, James D. Peacock

June 21, 2005

Product integration: The gold behind the American Music Awards

ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.The research compares brand and program metrics for the product...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Beth Uyenco, Rachel Mueller-Lust

Company: OMD Group

June 21, 2005

How effective is product placement at improving brand image and preference?

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery. The model was developed with one of the largest advertisers in the United States and this paper is based on a case study for...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Author: Darren Marshall

June 21, 2005

PENTA-GRATION!

With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge lies in making comparisons and evaluations of...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Author: Atul Phadnis

Company: TAM Media Research

June 21, 2005