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Research papers

Benefits of radio advertising

This paper presents the results of the second wave of a basic study to show the effectiveness, in principle, of radio as an advertising medium. It describes how radio contributes to the effectiveness of mixed campaigns with TV, both in isolation and...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Sven Dierks, Christoph Wild
October 20, 1998
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Citation

Dierks and Wild (1998a, October 20). Benefits of radio advertising. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/benefits-of-radio-advertising


Research papers

Improving multi country media planning

The paper describes a project that has been launched in Switzerland (MUST) and is proposed to be extended internationally. A common currency for intermedia planning across national borders has yet to be established. Since reach figures need a high...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Weibel
October 20, 1998
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Citation

Weibel, E. (1998a, October 20). Improving multi country media planning. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/improving-multi-country-media-planning


Research papers

Back to the fundamentals of media research

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies, speeding up of mutations and acceleration of trends, dispersion of practices and explosion of rules, and inter-penetration between...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Dina Raimondi
October 20, 1998
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Citation

Raimondi, D. (1998a, October 20). Back to the fundamentals of media research. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/back-to-the-fundamentals-of-media-research


Research papers

Media research at a TV station

The paper makes the case that many TV stations underuse the opportunities offered by media research. We distinguish research for learning (program department, general management) and research for teaching (sales department). Preferably, both are...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Thomas Neumann
October 20, 1998
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Citation

Neumann, T. (1998a, October 20). Media research at a TV station. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/media-research-at-a-tv-station


Research papers

New realities in the media information market in Brazil

The paper considers the recent consolidation in the Brazilian media measurement market, with the change in ownership of traditionally established media research agencies, and the attempts of smaller agencies to enter that market. The reaction of...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Romeu Rössler Telma
October 20, 1998
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Citation

Rössler Telma, R. (1998a, October 20). New realities in the media information market in Brazil. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/new-realities-in-the-media-information-market-in-brazil


Research papers

Untangling the confusion of TV scheduling theories

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience- delivery-based media planning concepts of reach and frequency. This paper discusses distinctions that should be made...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Jayne Zenaty Spittler
October 20, 1998
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Citation

Spittler, J. Z. (1998a, October 20). Untangling the confusion of TV scheduling theories. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/untangling-the-confusion-of-tv-scheduling-theories


Research papers

Consumer usage patterns of the Internet and traditional media

This paper compares and contrasts consumer usage patterns of the Internet and traditional media across the top fifty markets in the United States. While interest in the Internet is high, most surveys describe the Internet user in general terms. This...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Jane H. Mulligan
October 20, 1998
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Citation

Mulligan, J. H. (1998a, October 20). Consumer usage patterns of the Internet and traditional media. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/consumer-usage-patterns-of-the-internet-and-traditional-media


Research papers

Data standardization, data warehousing and data mining

The paper describes the process of standardization adopted in the last three years by the Center for Information about the Media (CIM) to unprove the quality and safety of data exchanges coming from audience surveys. The data are collected by field...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Christian Lemer, Renée Lokker
October 20, 1998
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Citation

Lemer and Lokker (1998a, October 20). Data standardization, data warehousing and data mining. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/data-standardization-data-warehousing-and-data-mining


Research papers

MNC

In complete contrast to those media surveys which focus on media consumers, this paper aims to reveal the other side of the coin, by taking a closer look at MNCs {media non-consumers). The field selected for analysis is an area small in size but...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Manu Castilla, Fernando Lacabe
October 20, 1998
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Citation

Castilla and Lacabe (1998a, October 20). MNC. ANA - ESOMAR. Retrieved September 21, 2025, from


https://ana.esomar.org/documents/mnc