Resources Library by ANA

Media research

Introductory paragraph to the "Media research" section of the book "Market researchers look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980

The choice among media

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: Marcel Marc, Jacques Durand

June 15, 1980

Tv show loyalty in Finland

The success of a television show can be described with the same concepts as the success of a brand of a product. Cumulative penetration applies to both, share of repeat- buyers equals to the share of repeat-viewers , brand loyalty to programme...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Author: Heikki J. Kasari

March 1, 1979

High ratings can be wrong

This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised -...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Authors: Sue Stoessl, John Clemens

March 1, 1979

Constraints and opportunities in children's television advertising

The main objective of this paper is to highlight some of the common pitfalls associated with the execution of television advertising addressed wholly or in part to a child audience. For a variety of reasons much of the television advertising to this...

Catalogue: Seminar 1978: Researching Children

Author: Vivienne G.T. Price

October 1, 1978

Qualitative research on Polo press advertising

The objectives of the research reported here wereto examine consumer reactions to the pressadvertisements in terms of their competitive appeal;their meaning, and their relevance in supportingPolo as the definitive mint.

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

August 1, 1977

Qualitative research on Dettol press advertising

A press advertising campaign on the theme"Dettol Protects" has been proposed. Sixpotential ads have been suggested. The research was developed to check consumer reaction to eight press advertisements both individually and as a campaign. 

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 1, 1977

Good News press advertising

The objectives of the research were: 1. To assess which of these approaches bestexecuted Good News advertising strategy;2. To explore what effects Hannah Gordon andOlivia Newton-John has on the imagery ofGood News, and what other personalities...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 1, 1977

The perception of media contents by producers and audience

The present study shows a technique for studying the discrepancy between audience's and source's perception of communication. In the process of doing so findings are presented from a study of the perception of TV programs by the audience and by the...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Flemming Hansen

Company: AIM Create

June 15, 1976