Research Papers

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ESOMAR's Research Papers are conference presentations from world's leading marketing, advertising and market research professionals.
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07.05.09

A case of corporate communication through media synergy

The present case study illustrates an interesting example of cross-media synergy measurement applied to a corporate communication campaign by Telecom Italia, where advertising content and conversation...


04.06.2006

A powerful mix

This paper describes the process used to create a data fusion between the Nielsen Media Research US National Peoplemeter sample and the Nielsen//NetRatings NetView panel, to create a database of TV...


21.06.2005

A theoretical and empirical study of product placement quality

Based on expert, domain knowledge and experience, academic advice and guidance, as well as an extensive meta-analysis of existing advertising, awareness, involvement, and perception studies, iTVX, in...


21.06.2005

Adding 'cell phone only' households in a radio measurement service

The authors present results from a study in which respondents were called on their cellular (mobile) phones to determine their levels of cellular dependence (e.g., cell-only or cell-casual...


20.11.2013

Breaking News from the BBC

BBC World Service and User Research Lab, in partnership with the Centre for Digital Cultures of Leuphana University, have developed a digital ethnographic global network that observes...


01.06.2008

Building Cross-Media Norms

The presentation will report on the results of a multivariate analysis of approximately 50 cross media advertising effectiveness studies, representing about 74,000 respondents. The results provide...


21.10.2010

Canada’s cross media consumer database

As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to...


09.04.2008

Circuits of cool

Teens and young adults around the world are multitasking like there’s no tomorrow. Our diary research among over 8,000 15 to 24 year olds suggests at least four activities are being done at...


04.06.2006

Connecting with consumers.

The dreaded 'f' word (fragmentation) and pressures on budgets are the only two irrefutable facts in today's uncertain world of marketing. This isn't news but there is a greater need than ever to...


04.06.2006

Consumer behaviour in a multi-media environment.

This paper examines the nature of the market for news given the presence of multiple providers across multiple distribution channels. Do traditional media channels compete with online channels, or...



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