Subject Index
 

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 ...

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 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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

In a recent paper in this Journal, Simon Broadbent and Allan Smith reviewed various ways of analysing data that relate consumers’ purchases to their ad exposure. They conclude that the most appropriat ...

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 ...

A key issue in media selection is selecting combinations of programs most likely to be viewed by the targeted product user or owner group. Media models might provide weights by criteria of cost, reach ...

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 ...

Describes with examples from Superpanel/mediaSPAN data the benefits of basing media planning on purchasing behaviour, derived from single-source data, rather than demographics.

This paper demonstrates the potential power of data mining modern single-source consumer databases. The use of a database containing information collected from young people in several European countri ...

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

An expert review of the debates surrounding `effective frequency'. The history of this question is covered noting the various highlights (McDonald, Krugman, Naples, Jones, Ephron), and the swing of op ...

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 ...

Debating paper against the position of Andrew Ehrenberg. The author still supports his contention that advertising is a `weak force' (1990) but believes it incomplete in one important respect: adverti ...

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 ...

SIMM. is a unique multimedia survey which identifies the affinity between product consumption and media consumption in Spain. SIMM is a database for the media planning and advertising world for printe ...

This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish tw ...

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 ...

What marketing needs is an integrated and single source system reflecting both manufacturer and consumer concerns. The Stochastic Reaction Monitor provides compatible data in terms of share of stimulu ...

A review of single-source data which links purchasing and television viewing, whether through single-source panels or by data fusion, and its effects on media planning. The author considers the diffic ...

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 ...