STERN here with presents the study "Up-Market Target Groups UTG (Gehobene Zielgruppen)" in which the attitudes and behaviour of West German senior executives in industry and administration are analysed. Around 3 million members of the West German working population belong to this group of people. This group is of special interest for advertising agencies and media, as it is they who move the points in the various stages of the decision-making processes in industry and administration. This study intricately describes their responsibilities in their various fields of work.
We may take the primary objective of the basic readership survey in each country to be to obtain for large numbers of publications estimates of average issue readership that are repeatable and stable, acceptably accurate and free from biases between and within publication categories. The assessment of repeatability and stability for any continuous or repeated survey raises no special methodological problems, but the identification of bias is another matter. By definition, the fundamental source of readership estimates in a country cannot be validated against another comprehensive source since this would merely re-define the second source as fundamental. Evidently total validation of the basic set of measures is an impossibility; the evaluation of primary readership surveys in terms of accuracy and freedom from bias must necessarily depend on validation that is partial in one sense or another.
Due to the fact that advertising for tobacco goods was banned from Austrian TV, the Austrian Tobacco Company (Osterreichische Tabakregie) was forced to carry out its advertising campaigns predominantly by posters. This study is a result of cooperation with one of the largest poster publicity companies in Austria (Heimatwerbung). The main objective was to analyze the advertising effect of various poster sizes, proceeding from the situation given at that time: The original dominance of 8-sheet posters was dwindling, and a strong trend to 16-sheet posters was noted. 24-sheet posters were (like to- day) of rather small importance. It was up to us - as the market research institute involved - to find the most efficient test method which would guarantee control over the individual factors of influence on the test results. We finally decided on a lab-test in our own test station, also because we wanted to use this method as a pre-testing instrument. In addition, we were able to exclude several external factors linked with on-air tests, e.g. quality of location, and display period.
The objects of this paper are firstly to consider the key elements associated with the choice of research techniques (Section 2) and then to examine the recent changes taking place and their effects on consumer choice of broadcast material and commercial airtime available (Section 3). Finally, the paper looks ahead to estimate the implications for television audience research during the I980's (Section 4).
A larger number of new opportunities of watching TV will be offered to each individual by the expected developments of the Medium during the Eighties. What will be the reaction of the audiences? Will the individuals increase the time that they currently spend watching TV, or will they share the same amount of time among the different available programs and opportunities? An answer to the question can be found by analyzing the way in which people are spending their time every day. The analysis of a survey carried out by the French C.E.S.P. on the "Time allocation and Activities of Individuals" allows us to make some hypotheses. The study is done by socio-demographic groups, time of the day and day of the week. Afterwards these hypotheses are verified by the observed behaviour of the audiences after the introduction of new TV programs in some European areas (France, Luxemburg, Italy). The study leads to the conclusion that the main limit to the development of viewership seems to be the time available for the individuals, at least in the present socio-economic situation.
The study from which this paper has been written was conducted on behalf of Radio Luxembourg (London) Limited, part of Compagnie Luxembourgeoise de Teledifussion's television and radio service. In 1979 Radio Luxembourg commissioned Social Surveys (Gallup Poll) Limited to conduct a programming study to assess the requirement from an evening radio station among persons available to listen at that time. As a result of the study the station was re-programmed and with the aid of advertising/marketing the decline in audience was reversed. Similar studies were conducted in 1980 and 1981 with subsequent minor amendments to programming to take account of changing tastes, and the station has maintained its higher audience levels.
The belief in the potential for direct targeting of television advertising has grown out of five years' experience conducting fourteen Commercial Recognition Studies. In total, one hundred and five housewife- targeted commercials, forty five men-targeted commercials and sixty adult-targeted commercials have been the subject of our investigation.
Earlier this month a new NOP media-survey started. Not an important feat in itself. Important is, however, that it is entirely different from its predecessors - especially in the methodological aspects. The alterations are based on the results of quite extensive research. It seems worthwhile to discuss in this paper WHAT changes, WHY it changes, HOW it changes and WHEREIN the changes presumably will result. Changing a survey, that remained - almost - unchanged for 10 successive years, is not a minor thing. This paper hopes to prove that we were justified in doing so.
This paper deals with new methods of determining target groups in media research. Over the past three decades, media research has essentially developed in response to the advertising industry's interest in information about how large segments of certain target groups could be approached under optimal economic conditions. The definition of target groups, however, has remained at a fairly low level. Many media researchers and users of media analyses assert that further refinement of the demographic definitionsâby region, community size, sex, age, social class, and certain occupational groups and of data on buying, consumption and ownership would not really result in an improvement of a media plan's effectiveness. Psychological criteria are seldom applied; imaginative typologies are left to the image advertising activities of the publishing companies themselves. This paper will show that considerable progress in defining target groups is possible, and it will do so using as examples studies conducted by the Allensbach Institute in 1979/81.
Are there any differences in the effects of advertisements in evening newspapers and advertisements in weekly magazines? In what ways do they differ and how should you explain the differences? These were some of the questions raised by VECTU - the Swedish association of Weekly magazines. This comparison was primarily interesting in the case of female readers of the two different types of print media. During the spring 1981, 30 different advertisements were measured in the same standradized way. Each advertisement were shown to a national representative sample of 250 women. As only some ads were measured at each survey, a total of 1250 women were included in the whole study. 15 evening paper advertisements and 15 advertisements from weekly magazines were selected. In the same survey the interests of the women in the three different subjects, as well as their expectations on the evening papers and on the weekly magazines in these very respects were studied. The results from the comparative study show that both observation and reading, as well as some of the evaluative measurements were in favour for ads in the weekly magazines.
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.