Abstract:

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.