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Research papers

Advertising strategy and media mix under control (French)

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987
Author: Marc Vincent
September 1, 1987
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Citation

Vincent, M. (1987a, September 01). Advertising strategy and media mix under control (French). ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/advertising-strategy-and-media-mix-under-control-french-


Research papers

Media measurement by telephone and viewdata

This paper begins by discussing the changing media scene in Britain, with particular reference to the emerging need for fast reported, accurate data on daily or weekly media audiences. In the past this has been available only for the television...

Catalogue: Seminar 1982: Improving Media Research
Author: John Clemens
June 15, 1982
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Citation

Clemens, J. (1982a, June 15). Media measurement by telephone and viewdata. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/media-measurement-by-telephone-and-viewdata


Research papers

Media measurement by direct recording methods

The study group "readership analysis of medical journals" - called LA-MED - usually once a year presents actual data for media planners obtained by a standard interview, which is comparable to that of the German readership analysis for general...

Catalogue: Seminar 1982: Improving Media Research
Authors: Dieter Müller-Veeh, Gunda Opfer
June 15, 1982
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Citation

Müller-Veeh and Opfer (1982a, June 15). Media measurement by direct recording methods. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/media-measurement-by-direct-recording-methods


Research papers

Tracking the shampoo market

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Alan Smith
June 15, 1981
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Citation

Smith, A. (1981a, June 15). Tracking the shampoo market. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/tracking-the-shampoo-market


Research papers

Media planning

Introductory paragraph to "Media Planning" 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
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Citation

B.V., E. (1980a, June 15). Media planning . ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/media-planning-


Research papers

Media measurement

This paper summarises the importance and problems of advertising effectiveness measurement in general, media measurement, major approaches for measuring advertising effectiveness, the development of media measurement in Turkey during the past ten...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Kemal Kurtulu
June 15, 1980
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Citation

Kurtulu, K. (1980a, June 15). Media measurement. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/media-measurement


Research papers

Media measurement and media choice in the Federal Republic of Germany during the last decade (1970-1980)

This review is divided into four parts: 1. Measurement of contacts between media and recipients;2. Description of recipients as members of target groups;3. Methods to bring both informations - about contacts and about target group characteristics -...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Klaus P. Landgrebe
June 15, 1980
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Citation

Landgrebe, K. P. (1980a, June 15). Media measurement and media choice in the Federal Republic of Germany during the last decade (1970-1980). ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/media-measurement-and-media-choice-in-the-federal-republic-of-germany-during-the-last-decade-1970-1980-


Research papers

A new way to measure page-confrontation

This careful study has as its objective to bridge the gap between our knowing someone read an issue of a publication and our knowing he actually faced our advertisement. It begins with a wide- ranging review of the problem and the steps by which the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Jan D. Noordhoff, Johan J. M. van Tulder, Coen C. J. de Koning
June 15, 1980
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Citation

Noordhoff, van Tulder and de Koning (1980a, June 15). A new way to measure page-confrontation. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/a-new-way-to-measure-page-confrontation


Research papers

An international model for the prediction of television coverage and frequency distribution

One of the advantages of a panel system of media measurement is that we can examine the exposure of a whole schedule and not just individual spots or programmes. Advantage has been taken of this by several so-called 'cover and frequency guides'....

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robert Hulks, S. Thomas
June 15, 1980
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Citation

Hulks and Thomas (1980a, June 15). An international model for the prediction of television coverage and frequency distribution. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/an-international-model-for-the-prediction-of-television-coverage-and-frequency-distribution