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Research papers

Evaluating soft brand advertising on television including product placement and in-program brand exposures

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands will come out of the ad breaks and invade the...

Catalogue: Asia Pacific 2004
Authors: Akash Chawla, Yogesh Shendye, Atul Phadnis
Company: TAM Media Research
March 28, 2004

Research papers

Children and television

The following paper represents part of a large research project commissioned by the Austrian Federal Ministry of Education and Arts, Vienna. The primary purpose of the study consisted in gaining empirical data for practical application in the...

Catalogue: Seminar 1978: Researching Children
Author: Gunda Plasser
Company: GfK
October 1, 1978

Research papers

Response to magazine and television advertising

This paper picks up the value of media questions on a product survey, a point made earlier in this section. It is also an example of a data bank leading to generalisations. These include comments on the way the two main media work. But in addition to...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Alan Smith
June 15, 1980

Research papers

The expected changes in television environment and their influence on the audiences

A larger number of new opportunities of watching TV will be offered to each individual by the expected developments of the Medium during the Eighties. What will be the reaction of the audiences? Will the individuals increase the time that they...

Catalogue: Seminar 1982: Improving Media Research
Author: Giovanni Fabris
June 15, 1982

Research papers

The new television environment

The television industry in the U.S. has always been tempered by a competitive marketplace, a commercially driven environment, which has been uniquely shaped by the size of the audience. Luring the past ten years, competition has heated up...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: David F. Poltrack
June 15, 1986

Research papers

The Dutch public broadcasting services in a multi-channel landscape

The subject of this paper is the position of the Netherlands public television on the rapidly developing market of programme suppliers. Questions in this connection are: is public broadcasting being threatened by (commercial) foreign competition? Can...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Author: Wim Bekkers
June 15, 1987

Research papers

The effectiveness of television advertising

The present paper presents findings and a status report regarding one of these projects. Namely, a study of the influence of West German commercial televisions. First, it is analysed what brands and products are advertised, which are available in...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Authors: Flemming Hansen, Lars Grønholdt
June 15, 1987

Research papers

European reading of TV audiences

Data on TV audiences are required by TV stations, advertisers, and the public. The advent of trans-frontier multi-country TV stations in the past few years had illustrated this on a European basis. The answer to this need was PETAR (Pan-European...

Catalogue: ESOMAR Congress 1989
Author: Thomas Neumann
Company: Procter & Gamble
September 1, 1989

Research papers

Towards a qualitative control of television sponsorship of television sponsorship

In allowing advertisers to symbolically express their brand identity, TV sponsorship has become a privileged space for brand communication. Advertisers should keep in mind, however, that this method of communication which is difficult to control and...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Daniel Bo, Yves Krief
June 15, 1991