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Research papers

Looking East, looking West

This paper concerns the planning, execution and communication of the results of Turkey’s first ‘industry’ readership survey. Three sets of problems needed to be resolved. First, Turkish media competition is intense, particularly...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Gülen Atakbek, Michael M. Brown
October 20, 1998
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Citation

Atakbek and Brown (1998a, October 20). Looking East, looking West. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/looking-east-looking-west


Research papers

The case of the near-sighted bombardier

Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. But this simple idea of how demo-targeting works is...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Ephron
October 20, 1998
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Citation

Ephron, E. (1998a, October 20). The case of the near-sighted bombardier. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/the-case-of-the-near-sighted-bombardier


Research papers

Benefits of radio advertising

This paper presents the results of the second wave of a basic study to show the effectiveness, in principle, of radio as an advertising medium. It describes how radio contributes to the effectiveness of mixed campaigns with TV, both in isolation and...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Sven Dierks, Christoph Wild
October 20, 1998
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Citation

Dierks and Wild (1998a, October 20). Benefits of radio advertising. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/benefits-of-radio-advertising


Research papers

Improving multi country media planning

The paper describes a project that has been launched in Switzerland (MUST) and is proposed to be extended internationally. A common currency for intermedia planning across national borders has yet to be established. Since reach figures need a high...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Weibel
October 20, 1998
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Citation

Weibel, E. (1998a, October 20). Improving multi country media planning. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/improving-multi-country-media-planning


Research papers

Untangling the confusion of TV scheduling theories

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience- delivery-based media planning concepts of reach and frequency. This paper discusses distinctions that should be made...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Jayne Zenaty Spittler
October 20, 1998
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Citation

Spittler, J. Z. (1998a, October 20). Untangling the confusion of TV scheduling theories. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/untangling-the-confusion-of-tv-scheduling-theories


Research papers

Data standardization, data warehousing and data mining

The paper describes the process of standardization adopted in the last three years by the Center for Information about the Media (CIM) to unprove the quality and safety of data exchanges coming from audience surveys. The data are collected by field...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Christian Lemer, Renée Lokker
October 20, 1998
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Citation

Lemer and Lokker (1998a, October 20). Data standardization, data warehousing and data mining. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/data-standardization-data-warehousing-and-data-mining


Research papers

Media research

The objectives for users of media research are to optimise, qualitatively and quantitatively, the transmission of the advertising message.

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Dina Raimondi
September 1, 1998
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Citation

Raimondi, D. (1998a, September 01). Media research. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/media-research-5326


Research papers

Should Melrose place be relocated?

This research examines television programme rescheduling to maximise total ratings for one network across a week. Respondents read these re scheduled programme schedules and choose the network to watch during prime time. Only a small but informative...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Author: Peter J. Danaher
June 15, 1998
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Citation

Danaher, P. J. (1998a, June 15). Should Melrose place be relocated? . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/should-melrose-place-be-relocated-


Research papers

Effectiveness of television advertising exposure for packaged goods brands

This paper presents the authors’ latest experience with their X-10-D model, a rate of change model. The authors find that what was initially a retrospective monitoring and testing tool is now primarily being used for ongoing measurement of the...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: James F. Donius, Michael von Gonten
June 15, 1998
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Citation

Donius and von Gonten (1998a, June 15). Effectiveness of television advertising exposure for packaged goods brands. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/effectiveness-of-television-advertising-exposure-for-packaged-goods-brands