Agencies, suppliers: Single-source experimental medi...

 

The ability to funnel all media behavior into a single data source is considered the Holy Grail among media buyers and planners. The increased efficiencies gained from measuring every message your cus ...

This paper explores the potential of single source research to measure the association of an advertising campaign by a major U.S. retailer to product purchase behaviours in their stores. In a 2003 Sin ...

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limit ...

This article describes analysis of the Adlab single-source database to investigate the impact of promotions on fmcg purchases. The report compares categories in terms of promotion use; looks at time t ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1982, Zufr ...

The paper describes three case studies of real market tests that have been carried out with GfK-BehaviorScan(r) in Germany and France. In these tests parts of the media budget for fast moving consumer ...

The paper will briefly present the electronic testmarket GfK-BehaviorScan. Two cases will show, how print advertising and TV advertising integrated in a media mix and enbedded in a complex marketing m ...

This report details the results of a number of media mix tests in Germany conducted for the Bauer Publishing Group by GfK, using the GfK 'Behaviourscan' (Hasloch) and ERIM-Panel micro test markets. T ...

After briefly reviewing the key findings of the IRI project `How Advertising Works', the author shows how these dovetail with other US studies to generate radically new perspectives on brand equity an ...

In February 1992, Admap published several papers from the ARF Conference `How Advertising Works', reviewing the results of 400+ cases tested by IRI's BehaviorScan system in the USA. Here is another, f ...

This paper, given at the ARF Conference `How Advertising Works', reviewing the results of 400+ cases tested by IRI's BehaviorScan system in the USA, describes the realities, as well as the benefits, o ...

A short overview of the development and use of single-source panel data in the USA over the past ten years. It introduces a number of papers, published in this and the following issue, from the ARF (A ...

An unprecedented US industry collaboration enabled the authors to conflate the data from some 400 individual advertising tests using IRI BehaviorScan panels. These include ad weight tests, long-term a ...

Describes GfK's BehaviorScan system in Hassloch, W Germany, licensed from IRI. Details are given of how the system works, and some advertising weight test case studies are shown. The results from Hass ...

Describes IRI's BehaviorScan system, which relates data collected at store and household level to ad exposure. The use of the system is reviewed over the past five years. Some 45% of all BehaviorScan ...