Resources Library by ANA

Patterns of TV watchers

This report offers a new approach to the question of behavior patterns in television viewing, which we term TELEMODES. The approach involves a typology consisting of six types (or modes). The typology was developed in 1988 in the framework of...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Laure Schapira

Company: Mediametrie

June 15, 1991

Too much of advertising and promotion is wasted

Information on the effectiveness of promotions and advertising is more and more indispensable for a successful brand. Advance in technology has given the chance to develop a tool which is required to measure the effects of advertising and promotion:...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Sabine Ullrich

Company: GfK

June 15, 1991

The influence of commercial TV on the volume of ads in magazines in Germany from introduction to maturity

Germany was and still is a print media market. How much longer, if at all, will it remain a print media market? Their pattern of advertising expenditures varied only marginally during the two decades before 1985 the beginning of private commercial TV...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Rolf Speetzen

June 15, 1991

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

What advertisers expect from TV audience research and what they actually get

There still appears to be a lack of feedback from the users of TV audience data to the providers of such data. This talk should help to further reduce that gap, in line with efforts of the WFA with EBU. There have been major changes in the needs over...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Thomas Neumann

Company: Procter & Gamble

June 15, 1991

TV viewing in a multichannel environment

Although Ireland is a small country it has a complex television environment. Irish homes can be placed into three different groups depending on their levels of channel choice; 2 station homes, 6 station homes, and 10+ station homes. This paper begins...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Tom Harper

June 15, 1991

Marketing and research today (June 1991)

Commercial television has spread across Europe and is now available in virtually every West European country. Print remains the most important single medium in terms of advertising spend. How are these two major mediaperceived by advertisers and...

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

June 1, 1991

Dataibope

Television plays an important role in this country, as a mass communication medium, as the incidence of TV sets is around 80% of homes in Brazil, going and up to 95 % in the main urban centers. On the other hand, the distribution of wealth in Brazil...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Ana Lucia D' Imperio Lima

Company: IBOPE Inteligencia

May 5, 1991

TV coverage of the 1992 Summer Olympics in Barcelona

This paper discusses the process involved in a network's acquiring the rights to telecast the Olympics and examines the role research played in NBC's decision to acquire the 1992 Summer Olympics in Barcelona. The paper will provide a brief historical...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: William S. Rubens

June 15, 1990