The correlation that may exist between advertising pressure and effectiveness can be expressed as a response function for marketing purposes, perhaps the most interesting relationship is that which may exist between media exposure and sales, and it is in this context that the term "response function" is used here. The allocation of expenditure between different media and the problem of intermedia comparisons can, by relating the different response functions, move the solution from an area of subjective estimation to one of scientific method. An equally attractive prospect for planning with individual media makes it worthwhile investigating the utility of product/media exposure patterns. Such relationships may enable the media planner to construct 'optimum' schedules against 'target' audiences, defined in terms of probability of purchase. Both areas of investigation are exciting, both raise the possibility of introducing scientific measurement to replace more subjective methods of analysis. The problem of measurement in both cases depends on data collected through product/media surveys from the same individuals about their exposure to various media, and their purchasing behaviour over a range of product fields. Before these exercises could be attempted however, there were two problems to be solved. These may be described in terms of the validity and stability of the information to be used.
The purpose of the work upon which this paper is based was to examine the implications, for the immediate purposes of current media planning in the United Kingdom, of an important experiment reported to the ESOMAR-WAPOR Congress 1967. We owe a particular debt of gratitude to John Parfitt and to Attwood Statistics Limited, who prepared for us a special punch card pack based upon their original data. Without their interest and collaboration it would not have been possible to continue this investigation.
The paper deals with the formation and development of the MAP Service, which is a data analysis service for campaign/media planning, available to all members of the London Press Exchange Group, for both their national and international clients throughout Europe. The MAP Service enables a common and sophisticated approach in each market to the problems of campaign/media planning, and affords assistance in problems of the allocation of resources between markets.
Workers' management is a form of socialist democracy developed and practised in Yugoslavia. It is a system which enables all people employed in the economy to effectively run their enterprises. Workers' management should therefore be treated first of all as a part of the economic system proper but also as an important link in the entire social system in Yugoslavia. The study of the problems that necessarily appear in any system is indispensable if optimum development solutions are to be found. The present study - although it deals with only one branch of the economy (industry) and only one city (Zagreb) - may yield data of wider interest, in view of the specific features of the social and economic system within which it has been made and in view of the methodological approach chosen. It is the aim of this paper to describe the circumstances in which the study was made, to outline the approach used, and to present findings that may prove useful to anyone embarking on, or directing, a similar project in the future.
The results of this study offer small comfort to companies who rely upon campus interviewers as a primary recruiting medium. By and large, they are not reaching the students in a meaningful way. There is a signal lack of communication between companies and students, when the campus interviewer is the medium of communication. The study also pinpoints the weak links in this chain of communications and makes it possible to repair them. By using the techniques of product market research, it is possible to learn what the consumer wants; to tailor the product to his needs; and to communicate more effectively with the consumer.
My purpose in this paper is to suggest a new corporate structure in which the two opposing forces are adequately represented, redressing the balance of decision making in favour of the future. Essential to this structure is a formal relationship between technical development and market planning, aiming at an overall improvement in research effectiveness.
Audits of Great Britain Limited recently collaborated with the Ministry of Housing and Local Government on the Housing Layout Survey described in this paper. The Survey is part of a long term programme of research which has already included a desk appraisal of 26 publicly built housing schemes, exploratory work for the survey itself, and a study, comprising some 20,000 observations, of children at play. The Survey is to be followed by a survey of Specialist Opinion among housing specialists, some theoretical studies, and finally a High Density Housing Project which will be built according to the standards by then arrived at, and formulated partly from the results of the Housing Layout Survey. Six widely differing housing estates were covered; in all, 1,317 housewives and 370 husbands were interviewed by investigators of the AGB Field Force, using a structured questionnaire devised in collaboration with sociologists from the Ministry's Research and Development Group. Interviews ranged over a large number of topics relating to use of and attitude towards the estate in question, and the individual accommodation occupied. Results of the Survey are currently being assessed by the Ministry, with a view to preparing advisory bulletins recommending standards for housing layout to all Local Authorities in the country. Additionally, some of the results will be considered at length in design bulletins used principally by Local Authorities and Architects