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Research papers

Predicting media schedule effectiveness by the "media planex" method (French)

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method (French). ANA - ESOMAR. Retrieved April 25, 2024, from


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


Research papers

A new method for measuring advertising effectiveness

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Daniel Adam, John Parfitt
June 15, 1965
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Citation

Adam and Parfitt (1965a, June 15). A new method for measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness


Research papers

The computer in media planning

The media planner in the U.K. media situation is faced with a very large area of choice, together with a lot of information about the combinations of media he can select to reach a particular market for a particular sum of money. Judgements have to...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: M. H. J. Webb
June 15, 1965
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Citation

Webb, M. H. (1965a, June 15). The computer in media planning . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-computer-in-media-planning-


Research papers

The uses of consumer panels for media research

This paper illustrates some of the results end advantages of obtaining Readership and TV viewing measurements from the housewives in continuous, reporting Consumer Panels. The data are drawn from the experience gained from the Attwood Consumer Panel...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: John Parfitt
June 15, 1965
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Citation

Parfitt, J. (1965a, June 15). The uses of consumer panels for media research. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-uses-of-consumer-panels-for-media-research


Research papers

A new pretest for advertisements

There is no general formula for measuring the effectiveness of an advertisement. In pretesting we can just define a series of different functions of an ad and check to what extent they are fulfilled. These functions are:1. The attention effect;2. the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Werner Wyss
June 15, 1963
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Citation

Wyss, W. (1963a, June 15). A new pretest for advertisements . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/a-new-pretest-for-advertisements-