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Research papers

Understanding pay TV markets in Africa

This paper gives a review of the development of pay TV markets in various African countries and Indian Ocean islands. It includes a brief overview of the state of the African economy, the television environment, and the qualitative research...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Heather Kennedy
June 15, 1996

Research papers

Product/media and the quest for the Holy Grail

This paper is about ways to collect and integrate information on television/radio use on the one hand and use of different products on the other. And from a Canadian perspective; which is probably sufficient motivation for the reader to turn speedily...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Ken Purdye, Rob Dick
June 15, 1996

Research papers

Zapp!

This paper describes an extensive research project concerning the leakage and influx of viewers during commercial breaks. The goal of this research project is to determine which factors bring about this kind of channel switching. The study covers the...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Lex van Meurs
Company: GfK
June 15, 1996

Research papers

The patterns of television coviewing behavior

People usually watch television with their family members and thus the context of family viewing needs to be thoroughly examined if we are to understand the family's use of television. The purpose of this paper is to investigate the intricate nature...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Hae-Jin Shin, Jinho Kim
June 15, 1996

Research papers

Compatible or not?

How frequently and within which programme environment would a young woman aged between 20 and 25 years, highly committed to social justice and environmental conservation, with 1 child and her studies not yet fully completed and with a passion for...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Michael Darkow
Company: GfK
June 15, 1996

Research papers

Measuring audience reaction in the UK

This paper deals with the measurement of audience reaction - what viewers think of the television programmes they watch - which is monitored on a continuous basis by broadcasters in the UK. The problems of translating appreciation into a simple score...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Richard Windle, Liz Landy
June 15, 1996

Research papers

ITV ratings are not a commodity product

The historic perception that too much “wastage” is generated on TV and the recent increase in fragmentation of viewing, were beginning to have deleterious effects on UK television advertising and the major commercial channel, ITV, in...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Susan Read
Company: Laser Marketing Research (Europe) Ltd.
June 15, 1996

Research papers

Pay television

This paper presents an overview of Pay Television in Latin America, considering the different transmission modalities: cable, MMDS, DBS and DTK. It will be shown that Pay Television is quite under-developed in the continent, whereas broadcast...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Paulo Pinheiro de Andrade, Flávio Ferrari
Company: IBOPE Inteligencia
June 15, 1996

Research papers

A car is like a box of frosted flakes

Ehrenberg and Jones argue convincingly that advertising effects are weak, yet the Jones single-source analysis finds a single exposure can strongly influence which brand is purchased. This seeming conflict is resolved by "recency," the idea that...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Erwin Ephron
June 15, 1996