Resources Library by ANA

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

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

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

The role of the data fusion in actionable media targeting in the 1990's

This paper deals with the fusion of two of the largest databases in Britain. The Broadcasters Audience Research Board (BARB) is the standard measurement of television audiences in Britain, with a panel size of 8 homes. The Target Group Index is the...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Sarah O'Brien

September 1, 1990

Efficiency of media fusion and single source data collection in advertising evaluation

This paper outlines the various research tools which can be used for media planning and evaluation. In particular single source and fusion techniques are described and compared as vehicles for media planning. Results are presented on the effect of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Jeremy Wyndham, Richard W. Goosey

Company: Nielsen

September 1, 1990

Readership moods with French news magazines

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Daniel Adam, F. Laurent

September 1, 1990

Readership moods with French news magazines (French)

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Daniel Adam, F. Laurent

September 1, 1990

What do we want, and how do we get it?

This paper is concerned with how Young & Rubicam is tackling these 2 issues. It describes how we use the existing research to plan media, and what steps we are taking to augment it. These include working with the JICÏ system in the UK to try to...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Jane Perry

June 15, 1990

The potential for multi-country media research

Mediamark Research Inc. has for almost 11 years operated in the United States a multimedia and marketing survey based on personal interviews. This service is the primary source for magazine readership estimates in the U.S., and an important secondary...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Timothy Joyce

June 15, 1990