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Research papers

Share of mind or how to do media planning in saturated markets?

More and more we seem to understand that the aim of media planning cannot alone mean to select the best bargain within the advertising vehicles available. An optimum use of media requires the integration of media planning along with the actual...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Author: Rolf Speetzen
June 15, 1994
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Citation

Speetzen, R. (1994a, June 15). Share of mind or how to do media planning in saturated markets?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/share-of-mind-or-how-to-do-media-planning-in-saturated-markets-


Research papers

Media research: From Jurassic Park to 2001+

This paper considers how media research should develop in the context of the changes affecting the major media. It describes the major influences and concerns which are having an impact on the mass consumer media and highlights the limitations of...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Roger Gane, Tony Twyman
June 15, 1994
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Citation

Gane and Twyman (1994a, June 15). Media research: From Jurassic Park to 2001+. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-research-from-jurassic-park-to-2001-


Research papers

You can't sell to them if they are not there

The increasing complexities of the media environment are well documented. Greater channel choice continues to fragment audiences. The growth in the number of multi- set households and video recorders has led to more personalised viewing. More...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Sheila Byfield, Dick Dodson
Company: Ogilvy
June 15, 1994
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Citation

Byfield and Dodson (1994a, June 15). You can't sell to them if they are not there. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/you-can-t-sell-to-them-if-they-are-not-there


Research papers

Media research

Generally speaking, advertisers are not very interested in media research as such. Of late, accountability of advertising expenditures has become a key topic. The popularity of the advertising effectiveness awards is growing, but the focus of the...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Author: Marion Appel
June 15, 1994
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Citation

Appel, M. (1994a, June 15). Media research. ANA - ESOMAR. Retrieved April 27, 2024, from


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