Is the past the future again? Will we live to see a relaunch of optimisation? Is it worth the trouble to look into the matter again? Do we now have the chance to use media selection models more efficiently? Could we use all possible means today? Or could it be that somewhere these possibilities are being used and being used perhaps more intensely than we are able to imagine?
Closing remarks form the ESOMAR Seminar 1984 on Media Research.
We have discussed the various methodical problems of media research. Case studies have been presented, survey designs have been discussed and the findings of very important and sometimes only important surveys have been elaborated. The methodical progress - or what was regarded as progress at a specific time - was demonstrated.
The prime consideration of this paper is a methodological experiment, carried out by Media Markt Analysen, Frankfurt, in the autumn of 1981 which was aimed to check the measurement of the coverage of BILD and regional daily newspapers. Starting point was the uncertainty, whether BILD was reproduced correctly in the standardised MA (Media Analyses); the results from parallel regional analyses within the area of larger regional dailies showed in most cases lower coverage scores for BILD than in the MA. To be tested were: the MA-model, the inquiry technique of usual regional daily newspaper readership analyses, as well as an improved regional model, which was modified corresponding to analytical supported hypotheses. In all three models the statements in the questionnaire were validated with the help of presentation of the three last published original copies of BILD and the largest regional subscription newspaper in the individual survey areas.
Closing remarks of the seminar: Editorial Research In The Publishing Industry (1974).
The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning Department of the Axel Springer Publishing House. From February to July 1970 a total of about 5,000 housewives were interviewed in 12 sessions. The points investigated were media usage, the "advertising response" from a total of 100 different brands, the demographic structure and additional personality-specific criteria. The "advertising response" was measured by a number of parameters ranging from "brand awareness" to "buying behaviour" and its changes. The survey showed that "brand awareness" is the best parameter to measure "advertising response".
The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning Department of the Axel Springer Publishing House. From February to July 1970 a total of about 5,000 housewives were interviewed in 12 sessions. The points investigated were media usage, the "advertising response" from a total of 100 different brands, the demographic structure and additional personality-specific criteria. The "advertising response" was measured by a number of parameters ranging from "brand awareness" to "buying behaviour" and its changes. The survey showed that "brand awareness" is the best parameter to measure "advertising response".