Subject Index
 

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 ...

This paper describes a method for evaluating multimedia campaigns which consolidates the frequency distributions from the individual schedules of different media into a single distribution. This model ...

This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology. Ana ...

This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology. It is derived from the empirical application results of TV advertisement s ...

The use of the 'recall' methodology for radio audience measurement is widely adopted for good quality results and positive cost-benefit relationship. Nevertheless, although very effective for the eval ...

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class ...

The paper presents a strategy for the integration of Internet site measures into multi-media reach/frequency. In so doing it explores the nature of Internet site reach; the use of fusion as a techniqu ...

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 ...

Describes research conducted by BrandmarC for assessing the effectiveness of marketing variables (media advertising, price, promotions) in increasing sales. BrandmarC is an agency specialising in mark ...

This paper presents the authors' latest experience with their X-10-D model, a rate of change model. The authors find that what was initially a retrospective monitoring and testing tool is now primaril ...

Outlines how store-level scanning data can be modelled to assess the effectiveness of trade promotions and advertising, especially television. Examples quoted come from IRI data from the UK. A study b ...

As the live transmission of many events envolving Brazilian participation in the 1996 Olympics Games in Atlanta will coincide with its regular prime time programming, Globo TV Network decided to condu ...

When single-source data are too expensive, or otherwise not available, efficient media planning requires an effective means of linking product usage and media audience data sets if media planners are ...

Many evaluations of media strategies use exposure as a measure of advertising effectiveness. Influencing factors such as social class, region, etc., can be used to modify the exposure data, and the ef ...