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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 April 23, 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 April 23, 2024, from


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


Research papers

Posters

This research, which was claimed to be the first systematic attempt at poster audience measurement anywhere in the world, was based upon attention values, or audience recall. This was an attempt to measure the actual audience for posters rather than...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: Don Leach, Michael St. C. Hannah
June 15, 1980
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Citation

Leach and Hannah (1980a, June 15). Posters. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/posters


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 April 23, 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

Media research in the Netherlands 1970-1980

In this paper the state of media research in the Netherlands in the early seventies and the developments that ensued up till now will be systematically dealt with. Typical of the period 1970 till 1980 was the rapidly growing need for qualitative data...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Hans Elzinga
June 15, 1980
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Citation

Elzinga, H. (1980a, June 15). Media research in the Netherlands 1970-1980. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/media-research-in-the-netherlands-1970-1980


Research papers

Measurement of average issue readership

The JICMARS survey - launched in 1978 - is a continuous survey amongst UK General Medical Practitioners jointly financed by publishers, advertising agents and the pharmaceutical industry. The objective is to provide media planning data concerning...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: R. J. Worrall, Tony Twyman
June 15, 1980
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Citation

Worrall and Twyman (1980a, June 15). Measurement of average issue readership. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/measurement-of-average-issue-readership


Research papers

Media mappings as instruments in media-planning

The mapping of research data is a special type of multivariate analysis. Like segmentation or cluster-analysis it is a process of data reduction, conceived in order to reveal main structures behind a multitude of data. What distinguishes mapping from...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Gerhard Zacharias
June 15, 1980
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Citation

Zacharias, G. (1980a, June 15). Media mappings as instruments in media-planning. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/media-mappings-as-instruments-in-media-planning


Research papers

A dynamic response model

A partial problem at the planning of market communication is to make an optimal media choice. A decision model of an optimal media choice is called a media choice model and the formulation of such a model should take its out spring in an individual...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Lars Grønholdt
June 15, 1980
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Citation

Grønholdt, L. (1980a, June 15). A dynamic response model. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/a-dynamic-response-model