The paper points out that one result of sluggish economic growth in Britain over the past decade has been a similarly slow increase in advertising expenditure. Consequently, funds have been lacking for heavy investment in new media research services, which are largely the same as they were ten years ago. The main research sources for press, television, and the 'new' medium of radio are described, with a brief account of those for other media. Particular attention is paid to The 'Cumberland Lodge' experimental research programme for the NRS, and its outcome. "Hybrid sources' giving both media and product data are discussed, together with the current debate over socio-economic classification systems. The present state of media planning is examined. It too is seen not to have changed appreciably in the last decade, but the increased attention paid to sales effects may be pointing the way to future advance.
The objective of media planning is to establish, within the framework of the budget for a specific advertising target, the optimum cost-effective combination of carriers for the advertising in question. As a rule, the selection of the media is based on the available media usage analyses.
Finland is the only country in this part of the world who has advertising in TV, and the three big countries measured by area have a low population density, whereas Denmark has a very high population density. In Sweden they for more than 20 years have run a media survey by post, and in Denmark we in certain years have had more personal interviews than in U.K. and Germany together. In Norway and Denmark the newspapers' unions have participate, in the body for syndicated media research so that by decision all papers, even with a circulation lower than 2.000, should be covered. When this was tried in Sweden the organization broke down. In the Swedish (unofficial but the only one) media index are informations on lifestyle included and it contains moreover a media indent for retailers and for professional magazines too. In Finland we find the only faculty for communication research at the university in Tampere and in Denmark I personally to some degree have success in telling the editors that our work can be used by them as well as by the advertisers.
This research, which was claimed to be the first systematic attempt at poster audience measurement anywhere in the world, was based upon attention values, or audience recall. This was an attempt to measure the actual audience for posters rather than potential audience. It is interesting to note that whilst a considerable number of awareness studies have been carried out in this country relative to specific campaigns, the technique has been found to have little value in predicting exposure to target audiences or frequency of message delivery.
Coverage findings can be manipulated depending on the choice of pre-coded response models. The relationship between response and sorting pre-choice alternatives leading to a "yes" or "no" decision has a particular influence here. Internationally, this decision is apparently made quite arbitrarily without any tests using an outside criterion which might at least be termed relatively reliable. The coverage ascertained by original-issue tests is suggested for the print media, and a model of the kind of technical measurements made in blest Germany is suggested for television audience research. As an economic procedure for a transition from media to advertising contact the use of categories concerning using frequency of the media is recommended.
In this paper the state of media research in the Netherlands in the early seventies and the developments that ensued up till now will be systematically dealt with. Typical of the period 1970 till 1980 was the rapidly growing need for qualitative data about the operation and the effectiveness of the various types of media.
This paper summarises the importance and problems of advertising effectiveness measurement in general, media measurement, major approaches for measuring advertising effectiveness, the development of media measurement in Turkey during the past ten years and final evaluations and conclusions.
The mapping of research data is a special type of multivariate analysis. Like segmentation or cluster-analysis it is a process of data reduction, conceived in order to reveal main structures behind a multitude of data. What distinguishes mapping from other multivariate methods is the fact that its final result does not consist in numbers . Instead of that the structures are expressed by the location of objects (or variables) in space. Mappings take advantage of the fact that we all are accustomed to read maps. The reason why the orientation by a map seems so easy lies in the fact that maps consequently apply the principle of analogy: what is distant in reality is distant on the paper too and vice versa. The principle of analogy is also the key idea behind mapping. In fact we could describe it as a means for transforming digital data into analogy-type information. Detailed numerical information on media audiences is of course necessary for the practical work of media planning. But media mappings may be useful too because they offer quick orientation and help present the media-"landscape" to people who are not familiar with the technical side of media research and media planning.