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Research papers

Strategic publishing

The days towards the end of a century seem to inspire an inflation of forecasts and predictions, and even more so when it comes to the end of a millennium. It is a good opportunity to look into the future, especially for publishing, which faces more...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Rolf Speetzen
October 10, 1999
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Citation

Speetzen, R. (1999a, October 10). Strategic publishing . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/strategic-publishing-


Research papers

Regional media planning

This paper is aimed at answering the relevant questions regarding media selection in certain defined target areas. It is a very special paper, dealing with the large number of difficulties occurring when media planning is focused to small regions....

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Rolf Speetzen, Hans-Hermann Jager
June 15, 1997
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Citation

Speetzen and Jager (1997a, June 15). Regional media planning. ANA - ESOMAR. Retrieved December 06, 2023, from


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


Research papers

Beyond recognition scores

The following contribution should demonstrate that new technologies allow us to exploit large data bases to a greater benefit. As an example we should look at a data set of advertising recognition scores, collected over a period of time. Normally it...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Rolf Speetzen
November 1, 1995
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Citation

Speetzen, R. (1995a, November 01). Beyond recognition scores. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/beyond-recognition-scores


Research papers

Share of mind or how to do media planning in saturated markets?

More and more we seem to understand that the aim of media planning cannot alone mean to select the best bargain within the advertising vehicles available. An optimum use of media requires the integration of media planning along with the actual...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Author: Rolf Speetzen
June 15, 1994
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Citation

Speetzen, R. (1994a, June 15). Share of mind or how to do media planning in saturated markets?. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/share-of-mind-or-how-to-do-media-planning-in-saturated-markets-


Research papers

Media mix

The following paper describes a special analysis made using the German Verbraucher Analyse, a consumer analysis similar to other consumer usage/purchase research in many other European countries. For this reason our analysis can easily be duplicated...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Rolf Speetzen
June 15, 1992
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Citation

Speetzen, R. (1992a, June 15). Media mix. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/media-mix-3922


Research papers

The influence of commercial TV on the volume of ads in magazines in Germany from introduction to maturity

Germany was and still is a print media market. How much longer, if at all, will it remain a print media market? Their pattern of advertising expenditures varied only marginally during the two decades before 1985 the beginning of private commercial TV...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rolf Speetzen
June 15, 1991
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Citation

Speetzen, R. (1991a, June 15). The influence of commercial TV on the volume of ads in magazines in Germany from introduction to maturity. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/the-influence-of-commercial-tv-on-the-volume-of-ads-in-magazines-in-germany-from-introduction-to-maturity


Research papers

Media mix and advertising effectiveness

The survey takes the basic problem of planning mixed media campaigns as its start line. Mixed media campaigns have two main objectives: 1. To avoid saturation or erosive effects through the accumulation of exposures in single media. 2. To make use of...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Rolf Speetzen
June 15, 1990
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Citation

Speetzen, R. (1990a, June 15). Media mix and advertising effectiveness. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/media-mix-and-advertising-effectiveness


Research papers

Quality of exposure and advertising effectiveness

In recent times we notice a worldwide trend in media research to move beyond the vehicle contacts towards exposure to the advertising message. This is an easy task in the case of electronic media, if one believes in meter data. With print media we...

Catalogue: ESOMAR Congress 1988
Author: Rolf Speetzen
September 1, 1988
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Citation

Speetzen, R. (1988a, September 01). Quality of exposure and advertising effectiveness. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/quality-of-exposure-and-advertising-effectiveness


Research papers

A review of the state of art

As the title indicates, this paper should throw some light on the practice of readership research and the philosophy behind, worldwide. In a way it is a direct follow-up of the paper given at ESOMAR's last media seminar in Helsinki two years ago. The...

Catalogue: Seminar 1988: Media And Media Research
Author: Rolf Speetzen
June 15, 1988
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Citation

Speetzen, R. (1988a, June 15). A review of the state of art. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/a-review-of-the-state-of-art