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Research papers

TV needs radio

This paper examines to what extent different instruments and/or methods of advertising-impact research describe radio's specific contribution to the effectiveness and efficiency of combined radio and TV campaigns in a comparable way. A total of eight...

Catalogue: ESOMAR/ARF WAM Conference 2002: Radio
Authors: Gerhard Franz, Christoph Wild, Uwe Domke
June 14, 2002

Research papers

Radio sells

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Uwe Domke, Christoph Wild
April 1, 2001

Research papers

With and without help

That advertising on the radio works was already proven for Germany in general terms in 1994 with the basic study “Qualitaten der Radiowerbung I’ (Qualities of Radio Advertising I). To be able to answer questions beyond the general proof of...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Author: Christoph Wild
June 15, 1999

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

Case studies

Qualities of radio advertising

This paper presents the results of the first basic survey in Germany to show the effectiveness in principle of radio as an advertising medium. Described are the effective mechanisms of radio advertising in relation to actual exposure, both generally...

Catalogue: 2nd Radio Research Symposium
Author: Christoph Wild
June 15, 1997

Research papers

How TV campaigns work

This paper presents the results of the last in a series of surveys entitled Qualitaten der Fernsehwerbung, which describes in general terms the effective mechanisms of TV advertising in relation to actual exposure and uses this to derive media...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Christoph Wild
November 11, 1996

Research papers

The usage of videocassette recorders, remote controls and teletext and the influence on TV viewing behaviour

We emphasise in our paper especially the VCR- playback behavior: when do recording and play back occurs, what will be recorded, when does time-shift-viewing happen. We conducted finally a special analyses to the effects of remote control on watching...

Catalogue: Seminar 1986: New Developments In Media Research
Authors: Joachim Wiedemann, Christoph Wild
June 15, 1986