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Research papers
Autonomous televisions in Spain
After more than fifteen years with only a single television channel in Spain, the first autonomous television appeared in 1982. In that year ETB was founded in the Basque region, transmitting in Basque (Euskera): followed in 1983 by TV3 in Catalonia,...
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Lourdes Calvo, Jordi Hidalgo
June 15, 1991
Research papers
Implications and applications of trend analyses in radio research
The present paper is designed to serve as model and representation of a continuous investigation of the radio listening trends, and as such it shall contribute to the discussion about the advancement of radio programme investigations. The first step...
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Rainer Arenz
June 15, 1991
Research papers
Simulator design for more efficient tv media buying: Eat 1
The project EAT 1 is the result of managing the existing information to give useful and easy information. Nowadays, there are lots of information produced by media that professionals have to evaluate after to get some conclusions. Media normally...
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Carmen Montero
June 15, 1991
Research papers
The capital image
Studies carried out on the press in the majority of cases concentrate on investigations of the readership. Focusing on the various types of readers of a single title, and classifying them both socio-demographically and in terms of social behaviour,...
Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Philippe Robinet, François Laurent
Company: BVA Group
June 15, 1991
Research papers
From media exposure to spot ratings
Up to now, the evaluation of media plans as part of an advertising strategy has only been possible at the level of the communication medium. For the medium television, supplementary data concerning the advertising medium, i.e. the spot ratings, are...
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Karl Zimmer
June 15, 1991
Research papers
The challenge of marketing magazines
To strengthen its advertising market position, VNU - the largest Dutch magazine publisher - has designed an innovative magazine marketing strategy based on the concept of state-of-mind. State of mind refers to a set of personality characteristics...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Hein G.M. Brinkhoff
June 15, 1991
Research papers
MARKSEL
Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...
Catalogue: Latin America 1991: Exchanging Experiences
Author: Luis Queirós
May 5, 1991
Research papers
MARKSEL (Portuguese)
Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...
Catalogue: Latin America 1991: Exchanging Experiences
Author: Luis Queirós
May 5, 1991
Research papers
