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Research papers

Loyalty of viewing

The viewing loyalty analyses discussed in this paper have a strong implication on the fact that there is a lot of information worthwhile knowing beyond tv programme ratings as such. After establishing benchmarks, media planner's daily routine will...

Catalogue: Seminar 1982: Improving Media Research
Author: Heikki J. Kasari
June 15, 1982
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Citation

Kasari, H. J. (1982a, June 15). Loyalty of viewing. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/loyalty-of-viewing


Research papers

The refinement of multi-media analyses about useful criteria for media planning (German)

The following contribution should make it clear even to researchers outside this specific field that media planning studies have tested many different approaches to see whether they led to a more highly discriminating description of the media and its...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1980
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Citation

Hansen, J. (1980a, September 01). The refinement of multi-media analyses about useful criteria for media planning (German). ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/the-refinement-of-multi-media-analyses-about-useful-criteria-for-media-planning-german-


Research papers

The refinement of multi-media analyses about useful criteria for media planning

The following contribution should make it clear even to researchers outside this specific field that media planning studies have tested many different approaches to see whether they led to a more highly discriminating description of the media and its...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1980
×

Citation

Hansen, J. (1980a, September 01). The refinement of multi-media analyses about useful criteria for media planning . ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/the-refinement-of-multi-media-analyses-about-useful-criteria-for-media-planning-


Research papers

United Kingdom

The paper points out that one result of sluggish economic growth in Britain over the past decade has been a similarly slow increase in advertising expenditure. Consequently, funds have been lacking for heavy investment in new media research services,...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Derek Bloom
June 15, 1980
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Citation

Bloom, D. (1980a, June 15). United Kingdom. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/united-kingdom-2016


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 June 16, 2024, from


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


Research papers

Ten years of media research and planning in Italy

This paper will review 10 years of media research in Italy and then proceed to state the situation of media planning techniques and the still unresolved problem areas, which are mainly the following:A. The target group;B. How to structure vehicle...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Vittorio M. Meroni
June 15, 1980
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Citation

Meroni , V. M. (1980a, June 15). Ten years of media research and planning in Italy. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/ten-years-of-media-research-and-planning-in-italy


Research papers

France

Advertising is designed to communicate with subjects, not objects. It is transmitted by the mass-media, which technology has placed at the disposal of mankind to "socialize" communication. These two obvious facts mean that advertising is naturally...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Dominique Leger
June 15, 1980
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Citation

Leger, D. (1980a, June 15). France. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/france-1934


Research papers

The quality of magazine and tv exposures

The objective of media planning is to establish, within the framework of the budget for a specific advertising target, the optimum cost-effective combination of carriers for the advertising in question. As a rule, the selection of the media is based...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: Rolf Speetzen, Wilfried Wenzel
June 15, 1980
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Citation

Speetzen and Wenzel (1980a, June 15). The quality of magazine and tv exposures. ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/the-quality-of-magazine-and-tv-exposures


Research papers

Predicting media schedule effectiveness by the 'media planex' method

The general description given below is only a part of a wider confirmation that the system is a reasonable description of the real world. Its use in the agency therefore gives confidence that a particular schedule recommended has been constructed...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Jean Michel Agostini, Nicolas Steinberg
June 15, 1980
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Citation

Agostini and Steinberg (1980a, June 15). Predicting media schedule effectiveness by the 'media planex' method . ANA - ESOMAR. Retrieved June 16, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-