Subject Index
 

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 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 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 ...

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and th ...

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 article discusses the VNU/Arbitron 'Project Apollo', which uses portable people meters (PPMs) to pick up encoded messages, combined with barcode scanning of purchases, to deliver single-source da ...

In his regular comment on the US advertising scene, Joe Mandese discusses the two big marketing initiatives taken by Proctor & Gamble in 2004. Firstly, their championing of ‘a channel neutral approa ...

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view. Using the Account Planning Group’s book ‘The ...

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 ...

Colin McDonald and Rachel Kennedy investigate the majority of marketing campaigns - those which seem to have little or no effect on sales or share. They argue that because repertory buying behaviour ...

Arie den Boon and Suzanne Bruin argue that proper management of communications requires continuous and immediate feedback of media and creative performance; and, in Holland, this is now possible using ...

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 ...

This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of “early adopters”; not just in terms of demographics, but in terms of lifestyle and ...

Often, advertisers do not have real (electronic) single-source data available for the evaluation of their advertising campaigns. In this article a system is described which may prove useful for such a ...

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 paper describes the preliminary studies of the effect of advertising and promotion on purchases using the British single-source database Adlab. STAS and logit modeling are the two measures studie ...

Short-term advertising strengths (STAS) measures were introduced by John Philip Jones (1995). They represent one of the first attempts to analyse single source data systematically. ASTAS is a new atti ...

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 ...

ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of ‘real single source data’ and with a media envi ...

This paper looks at how multi-media optimizers are likely to affect the US media planning and buying environment over the next few years. It begins by outlining how the last 'big' technology of televi ...

This paper introduces a method to create a multimedia package based on a close psychological affinity between a brand and media vehicles as a preliminary stage before considering cost-efficiency. Whil ...

This paper begins with the premise that the aim for any advertiser is to achieve increased advertising productivity by achieving more powerful impact at a lower cost. It demonstrates theoretically and ...

This paper presents the first cross-media results from Arbitron's Portable People Meter trial in the Wilmington Radio Metro portion of the Philadelphia DMA. Early data from the small-scale panel of 25 ...

Simmons Market Research and Looking Glass have taken a truly innovative step which has produced the next generation of powerful database marketing. Together, they have married two worlds - consumer ma ...

Over the past two years there has been considerable interest in ADcom's set meter panel (with viewers modeled) as an alternative to the current peoplemeter panels. Some advantages of the set meter inc ...

This paper measures the effect of advertising in a combination of two media, print and television. An advertising campaign in TV and print can deliver advantages over single medium exposures in two wa ...

Advertising is generally seen to play an informative, image-shaping role. Advertisers, however, are increasingly demanding proof of what their investment brings them in the sense of 'more sales'. The ...

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 ...

This research paper studies a comparison of advertising effects judged by STAS scores and by the logit model. The British Adlab database has been the basis for calculating the STAS scores and for esti ...