Subject Index
 

This article discusses the value to marketers of pure single-source data (such as Project Apollo), and that the need for accountability, at a time of increasing media fragmentation, is driving interes ...

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 ...

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 ...

Project Apollo is a single-source service developed to provide direct links between advertising and purchasing behavior at the household level. The goal is to achieve a consumer-centered view across a ...

The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all ...

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communicatio ...

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 reviews the potential of the EMM portable meter, which has been tested in an extensive nation-wide survey for a complex cross-media study. It provides an example of how it is possible to ef ...

Until today, the advertising world would get information about media consumption that was impossible to compare as each medium's methodologies differed. In Cyprus the first ongoing, single source, ele ...

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 ...

SBS Broadcasting conducted a comprehensive youth survey in spring 2005. The survey monitored the lifestyle and media behaviour of urban Europeans living in four countries. It consists of the measureme ...

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 ...

Two major issues facing television audience research are the requirement to measure fragmented audiences accurately and the demand for measures of return on investment. This paper outlines a new devel ...

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 Jarvis, chairman of the ARF blue ribbon committee who produced the ‘Guidelines for Data Integration’, looks at the value and future of single source data, fusion and data integration. He quotes ...

Retail marketers' understanding of radio and television advertising campaigns' impact on retail store visits would be a major breakthrough in evaluating return on media investment. This article presen ...

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 paper takes a first careful step into the rich body of information on combined usage of radio and TV which has accumulated in three years of electronic measurement of radio (and TV) with Radiocon ...

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 ...

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly m ...

The Gray/Ephron model, using the demographic composition of tuned households from the Boston set meter panel and VPVH relationships from the national Nielsen Peoplemeter Panel, produced demographic ra ...

By returning to the sample of Canadians who filled out a BBM radio diary BBM Canada was able to bring an extensive product and customer behavior database combined with BBM’s radio ratings to desktops ...

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 ...

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 ...