As in many countries advertisers in The Netherlands have come to realise that reach figures and ratings are only half of the story. This paper describes a study concentrating on how customers experience the media. A total of 1 077 individuals representative of the population aged 16+ years were interviewed. The media included in the study were television magazines newspapers radio outdoor mail and non-mail free local papers cinema and the WWW. Rather than asking about the respondents experience of media in general each respondent was first asked to list the media consumed very recently. For each media type one moment was randomly selected after which a battery of thirty medium- related experiences or values and ten advertising-related items were Presented. Measurement took place at a very concrete level. Eight experience dimensions could be discerned and the main conclusion was that each medium type has its own strong and weak points. These are described in the paper with possible consequences for advertising.
Marketing tries to influence the consumer choice process and uses communication as one of its tools. Communication implies messages and media. Concerning media, in the past most attention was given to television and print. But, considering advertising expenditures, television and print have no monopoly. In the Netherlands, for example, a strong growth of direct marketing activities can be ascertained, resulting from tendencies in our society to individuality, fragmentation, and segmentation. The growth of direct advertising generated the need for figures on reach and effect. Veldkamp developed a research model for measuring reach, appreciation and effect of direct non-mail (unaddressed door-to-door advertising). Central element is the so-called twin procedure. The registration and collection of direct non-mail is split from the measurement of its reach and appreciation. One person collects and his/her twin- brother or -sister evaluates. The model was applied in three large-scale studies (1988, 1989/1990, 1992/1993) and also gave fresh impetus to the development of other experimental studies in the field of direct advertising. It has been shown that the research arrear of this medium has in the meantime been converted into a lead, mainly because our model generates figures that cross the borders of media research and also give indications on advertising reaction and effects.
Market segmentation can be considered as one of the most fundamental concepts of modem marketing. If you're not thinking segments, you're not thinking marketing. The selection of a basis for segmentation is required. In the sixties and seventies, social class and family life-cycles were popular bases for marketing. From the end of the seventies until the end of the eighties lifestyle dominated this kind of research. But at the end of the eighties, there was a growing dissatisfaction noticeable with the existing methodology. On one side the increasing variance of consumer behavior did not find a parallel in segmentation studies. On the other side the idea grew that lifestyle characteristics were measured at a very general level and could therefore not predict consumer behavior. Domain-specific market segmentation seems to be a solution to these problems. Consumind is an example of this approach. In this paper the theoretical foundation is sketched, the project is described and applications are presented. A tool is created for more effective communication with the consumer and as a consequence for a more effective marketing operation. We think domain-specific market segmentation with comparable dimensions over domains can offer a new break-through in marketing research.
For reasons of clarity I limit the illustrations in this paper to culturally and linguistically different groups. The emphasis is on the comparison between the autocton Dutch and the Mediterranean group. Within the last population a distinction can be made between Islamic (Turks, Moroccans) and non-Islamic (Italians, Spaniards, Portuguese) minorities. In this paper the possibilities and pitfalls involved in surveying ethnic minorities will be illustrated.
This paper deals with the design and some of the results of a feasibility study focused on the relationships between changes in the quality of the environment and human response to it. Although other relevant variables have also been included, only a part of the research i.e. the perception and evaluation of air quality will be discussed here. This paper clarifies the importance of co-operation between social researchers and scientists of other schools and shows that a better explanation is given by integrating personal and situational data. It also emphasizes the use and the utility of panels as an instrument for measuring changes in human perception and behavior.
In this paper we will outline an approach that is substantially different from this traditional method, one that starts at a strictly individual level and tries to find from this position more generalisable conclusions. To be more specific, we will test the idea that individual choice between political parties in the Netherlands can be described and predicted by means of a set of specific attributes and the specific way in which these are combined (ie. the choice model).