Abstract:
Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read a given publication or take notice of an advertisement. It is also important to know how a specific medium is perceived by its audience. This paper is based on a study, executed for LIFE magazine by Rowland and Company in the U.S.A. The study was experimental in character and dealt with the question, of measuring attitudes and perceptions toward different advertising media, in order to gain an understanding of the values added by given media to the advertising message.
Research Reports
Qualitative research on test commercials for Boots toothpaste
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
July 1, 1974
Research Reports
Multi-media research
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
September 11, 1973
Research Papers
New research in a (fairly) new medium
Catalogue: Seminar 1986: New Developments In Media Research
Authors: Geoff Llewellyn, Ian Smith
 
June 15, 1986
