Resources Library by ANA

Impact test on the Internet

The dramatic increase of Internet usage is accompanied by a similar increase of advertising spending on this new communication vehicle. However accurate measurements of the effectiveness of Internet advertising were ...

Catalogue: ESOMAR Net Effects 1999

Authors: Claudia Willner, Martin Mayr

June 15, 1999

Internet as a marketing tool for operators and vendors in the telecommunication industry

As online marketing activities are growing and becoming an essential part of the overall marketing approach it is important to measure effectiveness of this new media in terms of its impact on sale, with respect to traditional marketing media.

Catalogue: ESOMAR Net Effects 1999

Authors: Massimo De Sanctis, Simona Collová

June 15, 1999

Office-based data collection

This paper describes an alternative method of data collection in customer satisfaction studies - office-based data collection via the Internet. The project described here is part of an Incentive Programme comprising all stall' in the branch offices...

Catalogue: ESOMAR Net Effects 1999

Author: Per Lundgren

June 15, 1999

Socioeconomic characteristics of the radio audience in the United States

Historically the radio ratings in the United States have described audiences by age and sex. In the fall of 1998 Arbitron began collecting information on household income education and presence of children from all respondents. This socioeconomic...

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

Author: David Lapovsky

Company: Nielsen

June 15, 1999

The young audience as a future reserve market for newspapers

This paper investigates the real purpose of newspapers in Brazil and whether the medium will bear the same import in the near future with its ongoing format. The main focus of this study is youth aged 14 to 19 years as it is the segment to which new...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Ana Lucia Fugulin Ache, Maria de Fatima Atsuko, Rose Mary Ikeda

June 15, 1999

With and without help

That advertising on the radio works was already proven for Germany in general terms in 1994 with the basic study “Qualitaten der Radiowerbung I’ (Qualities of Radio Advertising I). To be able to answer questions beyond the general proof of...

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

Author: Christoph Wild

June 15, 1999

Putting market research at the heart of the media planning process

This paper looks at the challenges faced by advertisers in Latin America in making the most efficient use of their advertising budget. The paper starts by discussing what advertising efficiency is and how that can be optimised. It then goes on to...

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

Authors: Aurora Yasuda, Scott Spence

Companies: IBOPE Inteligencia, KANTAR TNS Malaysia

June 15, 1999

Quantitative measurement (Spanish)

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

Life times in Latin America (Spanish)

This paper describes a new segmentation methodology based on socio- cultural variables which combined with socio-demographic variables tell of a new reality - vital stages that in the past respected a certain temporal sequence but which today are...

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

Authors: Mónica S. Markwald, Maria Medio

Companies: RISC International (Europe) SA, Markwald La Madrid & Asociados

June 15, 1999