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Research papers

Complementarity between television and magazines

This research was planned in order to check the observations made based upon theoretical works on the complementarity of magazine and television advertising. Although few media-planners doubt the beneficial effects of this complementarity on ideas...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Jean-Pol Thiebaut
June 15, 1990
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Citation

Thiebaut, J. (1990a, June 15). Complementarity between television and magazines. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/complementarity-between-television-and-magazines


Research papers

Founding the fathers of advertising research

As we mark the 50th Anniversary of the Advertising Research Foundation, it is fitting that we look back to the pioneers who explored the unknown territory of advertising research during our first fifty years. We are fortunate in having an oral...

Catalogue: ARF Guidelines Handbook
Author: Rena Bartos
June 15, 1990
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Citation

Bartos , R. (1990a, June 15). Founding the fathers of advertising research. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/founding-the-fathers-of-advertising-research


Research papers

How the medium affects the message

The purpose of this paper is to show how accounting for the most recent developments in such a qualitative subject as semiology can profoundly alter the patterns of a quantitative discipline such as media planning. Media planning today is founded on...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: François Laurent
June 15, 1990
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Citation

Laurent, F. (1990a, June 15). How the medium affects the message. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/how-the-medium-affects-the-message


Research papers

Keeping pace with the changing women's market around the world

The following summarizes the key findings of my book. Marketing to Women: A Global Perspective, which examines the women's market in ten countries: United States and Canada (North America); Brazil, Mexico, and Venezuela (Latin America); Great...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Rena Bartos
June 15, 1990
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Citation

Bartos , R. (1990a, June 15). Keeping pace with the changing women's market around the world. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/keeping-pace-with-the-changing-women-s-market-around-the-world


Research papers

Wales: The art of the possible

This paper summarises what is believed to be the most far-ranging review of the arts in Wales to have been conducted for 25 years. It attempts the measurement of the cultural, social and economic benefits of the arts to a nation. The study considers...

Catalogue: Seminar 1990: Research And Marketing For The Arts
Author: John Matthews
June 15, 1990
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Citation

Matthews, J. (1990a, June 15). Wales: The art of the possible. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/wales-the-art-of-the-possible


Research papers

Marie Claire in Italy

Two years after the October 1987 launch of the Italian edition of the women's monthly Marie Claire, product of the collaboration between Arnoldo Mondadori Editore and the French publisher Marie Claire Album (Prouvost Group), the title has, on the one...

Catalogue: Seminar 1990: The Quality Of Media Information
Authors: Luisa Pogliana, Arnaldo Aisa
June 15, 1990
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Citation

Pogliana and Aisa (1990a, June 15). Marie Claire in Italy. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/marie-claire-in-italy


Research papers

Marketing plan for the construction and exploitation of Italian cultural heritage collections

This paper describes the worldwide operation, in cooperation with the Ministry for the Environment and Cultural Heritage, for an exploitation of the Italian cultural heritage. Taking into consideration the specific characteristic of the law and the...

Catalogue: Seminar 1990: Research And Marketing For The Arts
Author: Tiziano Radaelli
June 15, 1990
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Citation

Radaelli, T. (1990a, June 15). Marketing plan for the construction and exploitation of Italian cultural heritage collections. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/marketing-plan-for-the-construction-and-exploitation-of-italian-cultural-heritage-collections


Research papers

Media mix and advertising effectiveness

The survey takes the basic problem of planning mixed media campaigns as its start line. Mixed media campaigns have two main objectives: 1. To avoid saturation or erosive effects through the accumulation of exposures in single media. 2. To make use of...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Rolf Speetzen
June 15, 1990
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Citation

Speetzen, R. (1990a, June 15). Media mix and advertising effectiveness. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/media-mix-and-advertising-effectiveness


Research papers

Newspaper advertising processing

This paper demonstrates: 1) how newspaper visual processing data derived from eye-movement research significantly exceed both immediate ad recognition and traditional day-after recognition data in measuring the effective exposure rate of newspaper...

Catalogue: Seminar 1990: The Quality Of Media Information
Authors: Leif Widman, Sharon H. Polansky
June 15, 1990
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Citation

Widman and Polansky (1990a, June 15). Newspaper advertising processing. ANA - ESOMAR. Retrieved March 28, 2026, from


https://ana.esomar.org/documents/newspaper-advertising-processing