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Research papers

The market map

In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Are Kvaerk
June 1, 1978
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Citation

Kvaerk, A. (1978a, June 01). The market map. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/the-market-map


Research papers

Effective media selection

What I plan to do is to speak rather narrowly to the subject which was - you recall - the cost of effectiveness of different media and in doing so, to touch upon each of the papers though not in any case at any great length, as that's really more for...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Timothy Joyce
June 1, 1978
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Citation

Joyce, T. (1978a, June 01). Effective media selection. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/effective-media-selection


Research papers

Comparisons of readership data derived from aided recall data and diary records

Conventionally readership data in Great Britain has been collected by personal interview methods using a form of aided recall. In 1973, London Weekend Television Limited commissioned Marplan Limited to carry out a series of diary panel studies in...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Sue Stoessl, J. Stocks
August 28, 1977
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Citation

Stoessl and Stocks (1977a, August 28). Comparisons of readership data derived from aided recall data and diary records. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/comparisons-of-readership-data-derived-from-aided-recall-data-and-diary-records


Research papers

Qualitative media research in practice

Quantitative media research is regularly undertaken in the Netherlands, such as the TON and NOP surveys, to mention but two. Qualitative media research is regularly discussed in the Netherlands, as for instance, at Media Work Group meetings and...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Sikke Bakker
March 10, 1976
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Citation

Bakker, S. (1976a, March 10). Qualitative media research in practice . ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/qualitative-media-research-in-practice-


Research papers

Images of press media

The following paper deals with: 1. Description of the phenomenon 'image'; 2. Hypothesis about its effectiveness; 3. Systematical review to the used research instruments in Germany in the last 15 years; 4. Discussion about the conclusiveness of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Klaus P. Landgrebe
March 1, 1976
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Citation

Landgrebe, K. P. (1976a, March 01). Images of press media. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/images-of-press-media


Research papers

Perception of magazines

Most of the previous studies of media are based on reading habits of the audience. The similarity between two magazines is then defined in terms of the audience duplication. A major limitation of this approach is that it confuses the concepts of...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Authors: Yves Evrard, Jacques Obadia
March 1, 1976
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Citation

Evrard and Obadia (1976a, March 01). Perception of magazines. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/perception-of-magazines


Research papers

Reader magazine relationship and advertising effectiveness

The attitude of a magazines' selection by the reader himself indicates a system of preferences towards specific magazines based on values, which are not to be explained by reading probabilities only and which finally could be explained by...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Dieter Müller-Veeh
March 1, 1976
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Citation

Müller-Veeh, D. (1976a, March 01). Reader magazine relationship and advertising effectiveness. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/reader-magazine-relationship-and-advertising-effectiveness


Research papers

Cinema versus television

This paper presents two studies on intermedia comparison between cinema and television. Research compared overall recall, recall of details - both of sound and image - acceptation and refusal, credibility and the variations of brand image concerning...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Louis Marton
March 1, 1976
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Citation

Marton, L. (1976a, March 01). Cinema versus television. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/cinema-versus-television


Research papers

The usage of qualitative media research data in the practice of media planning

The purpose of this paper is to show how quantitative and qualitative media research data can be used in every step of advertising planning and especially in the practice of the media planning. This practice is the situation in The Netherlands at...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Bonny G.J. Stoelinga
March 1, 1976
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Citation

Stoelinga, B. G. (1976a, March 01). The usage of qualitative media research data in the practice of media planning. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/the-usage-of-qualitative-media-research-data-in-the-practice-of-media-planning