Research suppliers: Single-source media-product pane...

 

This paper reports on early research results aiming to establish how media selection contributes to an advertisement's ability to motivate incremental brand sales, above and beyond its ability to deli ...

The best time to reach a potential buyer with advertising is immediately before they make their choice. This model of 'recency planning' is often ignored, however, as a result of a considerable amount ...

Understanding and measuring advertising and buyer loyalty have been on marketers' agendas for many decades. However, the act of bringing the two together has been limited due to the data requirements ...

This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising. It aims to move beyond a 'retail-cent ...

In this article, Andrew Roberts, of TNS, and Lucy Bristow, market insight controller for Sky Media, describe how, using single-source data (made up of the Skyview panel and TNS Worldpanel overlap), th ...

The objective of this paper is to introduce an innovative methodology for propagating audience data in a consumer panel in order to build a 'single source' and to measure advertising efficiency.

This paper provides an overview of single-source data and a discussion of its uses. It includes an examination of its use in targeting consumers, and the growth and employment of research vehicles suc ...

Joe Mandese, in his regular column from the US, looks behind the scenes of Wal-Mart's recent appointment of Draft FCB (a newly fused agency combining direct response and brand advertising expertise) a ...

Project Apollo's results are relevant to all the critical stages of marketers’ brand evaluations – from initial planning to bottom-line payoff. This paper will review Project Apollo’s multimedia techn ...

In this paper we focus on analysing relationships between share of voice and share of market for a wide variety of fmcg product categories, in the conceptual framework of John Philip Jones’ Advertisin ...

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 reall ...

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 ind ...

In this Best Practice article, Colin McDonald explains how to use single-source data, such as the TGI and media-product panel data. As usual there is a thorough and up to date bibliography on the sub ...

Lisa Beaumont, head of media services at TNS, shows how single-source panel data can improve media planning, especially in the area of optimal flighting patterns. She describes five steps in the medi ...

MRI viewing data were compared to Nielsen ratings across 84 programs to determine whether one system could serve as a single-source surrogate for the other. Exposure to TV Program was determined among ...

This article describes the preliminary studies of the effect of advertising and promotion on purchases. The British single-source database Adlab has been the basis for this study of advertising and pr ...

The British single-source database Adlab has been the basis for this study of advertising and promotion effectiveness. The STAS measure and logit modelling have been used to estimate the effect of adv ...

Discusses results from tvSpan (the single source panel run by Superpanel in the Meridian TV area), focusing on medium-term ad effects for fmcg brands. A previous article (Admap February 1999) looked a ...

An updated report of results from analysis of TVSpan, the single source panel in the Meridian TV region. Contingency table analysis method described, in which share of purchases when advertising has b ...

Initial findings from the TVSpan single-source project, linking purchasing and TV viewing of commercials from same households. Basic analysis method described: a contingency table, in which the purcha ...

Is STAS a solid foundation for improving advertising effectiveness ? The author takes issue with the comparisons of Ad versus Adless groups as they are over simplified. The value of single source d ...

This paper compares and contrasts Short Term Advertising Strength (STAS) with the estimates derived from BehaviourScan. Suggestions that one is better than the other is challenged and depends, to som ...

Describes MASE (Magazine Advertising Sales Effectiveness), a single-source research tool for magazines commissioned from Taylor Nelson AGB by IPC Magazines. The AGB Superpanel (MediaSpan) is used as t ...

This is a rejoinder to Jones and Blair(JAR 36, 6 1996) concerning measuring sales effects of TV advertising. The author holds that the STAS measures are too simplistic and imprecise to claim to form ...

Discusses further findings from recent analysis of the Adlab single-source panel database, courtesy of Carlton Television. The findings support Simon Broadbent (Admap, December 1996) in his assertion ...

Throughout Europe, the economic situation has been rapidly changing during the past few years: high unemployment rates, decreasing wages, rising taxes, considerable efforts taken to meet the demands o ...

1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the app ...

This article presents new evidence from the Adlab panel, run by Central Television between 1985 and 1990 and newly opened up for analysis by Carlton Television. Adlab was a single-source panel of 1000 ...

This article reviews the evidence for the short-term sales effects of TV advertising, derived from detailed analyses of 21 UK fmcg brands in eight different markets. The analyses are based on disaggre ...

An update on continuous retail auditing from the perspective of Nielsen, covering the scanning revolution and its effects: on the retail trade, on consumer panels, on the cost structure of continuous ...