Abstract:
To get us started on this workshop I propose to ask six basic questions to which I also propose some answers. I do not expect that all of you will necessarily agree with the suggestions and proposals I will be making, but that should certainly ensure a lot of good discussions. I would like to acknowledge that some of the material that I am going to be sharing with you is from a paper given by Mr. Tom Neumann, Manager Media and Programming Development, Europe, P&G GmbH, called "What Advertisers Expect from TV Audience Research and What They Actually Get." I cannot claim to have the same level of expertise or the depth of knowledge on the subject that Mr. Neumann would have provided had he been here, but I do know something about the region and the research measurements being used here and I expect that if I go wrong many of you will pitch in with the correct answer. Inciddntally, even through my questions are on TV, they apply equally well to the other media.
This could also be of interest:
Research Papers
What advertisers expect from TV audience research and what they actually get
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Thomas Neumann
Company: Procter & Gamble
June 15, 1991
Research Papers
What I expect from my research department
Catalogue: ESOMAR Congress 1989
Author: J. Ben F. Morel
Company: Unilever
September 1, 1989
Research Papers
TV audience measurement
Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Thomas Neumann
 
May 1, 1994
