For many years both broadcasters and agencies have conducted research to discover whether there is a relationship between positive TV programme involvement and commercial recall. In the main, they have agreed that such a relationship exists. This paper shows how a surrogate was created for programme involvement and how quality dimensions have been applied to every target audience and each programme. The technique is applicable to all countries with minute by minute, metered audience measurement.
One difficulty in accurately predicting the media future through research is that most studies are conducted on the general population. It is well known that older generations are less willing to accept change and are least affected by it. We can better understand the future of media and technology if we understand the motivations, attitudes and behaviour of today's youth vs. previous generations of youth. This paper speculates on the future of both established and newer media based on the findings of Snapshots of Youth - a qualitative, global study conducted by MindShare and designed to understand the lives of opinion-forming late teens.
This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends affecting consumers today, the final section offers a view on how to incorporate these changing influences in the development of strategy and the management of brands and communications across country borders.
The aim of the paper is to provide guidelines for the non-technical media practitioner. It will argue that while the principles of fusion are sound they do not provide a catchall solution and caution should be exerted in using it as a general media planning and buying aid. Guidance on when fusion should be applied and recommendations for the introduction of industry approval standards are included.
Introduction to the ESOMAR Monograph "Better Research For Better Media Decisions" (vol.7) from Sheila Byfield.
This book presents a detailed portrait of how the media research world is meeting the challenges of changing consumer and media environments. Its core themes will help media research professionals expand and develop their existing thinking. Many new techniques are included that demonstrate both the international nature of the media business and the important part that media research plays in the total communications industry.
In our complex and changing world, models which can help guide our marketing processes and thinking are extremely valuable. We consider here the application of a recently developed model to the management of transnational brands and the development of advertising. The paper opens with a brief description of Mary Goodyearâs consumerisation continuum model, and we then discuss its application to stewarding transnational brands. We explore in detail the effect of the modern media communications scene on consumersâ beliefs and attitudes and suggest that this can provide further opportunities for applying the model transnationally.
The social and technological changes which are under way in Britain, as in most developed countries, have direct implications for commerce and government. The increasing ease of access to new information technologies may well lead to radically different forms of social interaction and consumer behaviour in the coming years. However, relatively little is known about how such pressures for change will impact on society. This paper sets out the rationale and approach which will be adopted in a major longitudinal study of the United Kingdom in a time of change. Data from pilot studies are reported.
This paper attempts, not to define an optimal frequency across a campaign period, but how software developments were harmonised to the advanced point where a planner will be able to define any Effective Frequency and optimise it across any measured channels in very different cultural markets. It will cover the development of the software called Super Midas, and in particular, how the data was harmonised across each market to provide a uniform methodology for each market. Each market was using peoplemeter data, but the data came from at least 4 different sources.
This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends affecting consumers today, the final section offers a view on how to incorporate these changing influences in the development of strategy and the management of brands and communications across country borders.