Resources Library by ANA

Evaluation of advertising efficiency and effectiveness

This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Eduardo Albornoz Guillen, Patricio Moyano Galdames, Andres Varas del Canto

June 15, 1999

How Internet advertising works

This presentation reviews research on the impact of different forms of online advertising presents the authors’ analysis of the findings and suggests directions for future research. The main conclusions are first that advertising on the...

Catalogue: ESOMAR Net Effects 1999

Authors: Horst Stipp, Rex Briggs

Company: KANTAR TNS Malaysia

June 15, 1999

Interaction and intensity

A core function of magazines is their ability to provide an interactive forum for readers to communicate with like-minded people. A study was commissioned by Pacific Publications to look at how magazine readers use their magazines and which areas of...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Author: Angela Brooks

June 15, 1999

International marketing on the World Wide Web

This paper describes the transitions in business use of the Internet and the research opportunities this offers. It reviews some the different research techniques currently used including what works and what does not and reviews the results of...

Catalogue: ESOMAR Net Effects 1999

Authors: Ken Sturgeon, Simon Winter

Company: RONIN International

June 15, 1999

Taking PPM out of the lab and into the field

Since 1992 Arbitron has been developing and testing a personal portable meter (PPM) system capable of detecting exposure to any audio medium both in-home and out-of-home. With this system an inaudible identification code is embedded into the audio...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Robert H. Patchen, Ronald S. Kolessar

Company: Nielsen

June 15, 1999

Quantitative measurement

The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates specifically relating to outdoor advertising advertising agencies and sponsors providing them with a tool which...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Marco Tapia Ibarra, Cecilia Navarro Alaluf

June 15, 1999

Research methods on the web

This paper highlights examples from several online web site survey to illustrate some of the complexities to conduct online research. In particular the paper argues the importance of a strong collaboration between market researchers, legal, costumer...

Catalogue: ESOMAR Net Effects 1999

Author: Caroline Eichman

Company: IBM Corporation

June 15, 1999

The value of women's magazines for advertisers

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology and presents their positioning and features that makes each magazine absolutely unique -...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Paola Furlanetto, Giulia Ceriani

Company: Ipsos MRBI

June 15, 1999

Assessing radio advertising effectiveness

When respondents are asked to recall ads in a “real world” context radio does well both in absolute terms and relative to television. Aided ad recall in this study averaged 32% across ninety-one radio ads vs. 38% a cross seventy-four ads...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Jackie Ferris, Owen Charlebois

June 15, 1999