Abstract:
The authors? experience suggested that using traditionally broad media groupings could limit the effectiveness of a media recommendation. This is increasingly becoming of major concern as the media options for under 24-year-olds flourish and the same media budgets are expected to deliver better results across an increasing set of media apertures. For these very reasons, it was decided to augment traditional media measures with more meaningful insights into target groups. Consequently the authors undertook original research and academic literature reviews to develop a more comprehensive understanding of children, their world view, and the way they deal with and understand media and multimedia.
Research Papers
Measuring children's media consumption effectively
Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Authors: Manuel Daehler, Stephanie Weiss
 
June 21, 2005
Research Papers
Qualitative research to enhance brand loyalty for children
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Michael Cohen, Stacey Matthias
 
October 22, 1997
Research Papers
Understanding youth
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: John Geraci, Peter Silsbee, Sarah Fauth, Jennifer Campbell
Company: Harris Interactive (Europe)
November 1, 2000
