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Research papers

The media and research scene in Portugal

Based on data provided from existing studies, there are in Portugal sophisticated models for media planning, in particular TOM model from Odec, operating with Euroteste data, and MARKSEL model, operating with BAREME and AGB Portugal's data. In...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Luis Queirós
June 15, 1992
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Citation

Queirós, L. (1992a, June 15). The media and research scene in Portugal. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-media-and-research-scene-in-portugal


Research papers

Measuring the value of print advertising

Advertising testing should be an integral part of a successful brand management system. For this reason the continuous tracking of consumer attitudes in a product category is recommended. With computer-interview disks always in the field, the tracked...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Ian D. Greig
June 15, 1991
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Citation

Greig, I. D. (1991a, June 15). Measuring the value of print advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/measuring-the-value-of-print-advertising


Research papers

Press advertising revenue

The main influence on gross press advertising revenue is the general health of the economy, as measured by GDP per capita. The same is not TRUE for TV. The size of the commercial audience on TV is limited both by the nature of the medium and by state...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Jane Perry
June 15, 1991
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Citation

Perry, J. (1991a, June 15). Press advertising revenue. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/press-advertising-revenue


Research papers

Advertising pressure outlook

In addition to the various research and specific consumer and audience studies carried out by the agency, it is possible to adopt a method of analysis and research that is of use in television planning. This paper will show how media planners can...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Author: Sandra Grifoni
June 15, 1991
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Citation

Grifoni, S. (1991a, June 15). Advertising pressure outlook. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advertising-pressure-outlook


Research papers

La recherche media et publicitaire

I would like, in preamble, to make three remarks. Please consider my presence among you as a symbol of willingness to support and cooperate, a symbol also of the need for collaboration with specialists familiar with the problems of Advertisers. I am...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Paul de Win
June 15, 1991
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Citation

de Win, P. (1991a, June 15). La recherche media et publicitaire. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/la-recherche-media-et-publicitaire


Research papers

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Alan Smith
June 15, 1991
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Citation

Smith, A. (1991a, June 15). The media multiplier and the growing significance of scanner data. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-media-multiplier-and-the-growing-significance-of-scanner-data


Research papers

The influence of commercial TV on the volume of advertising in magazines and newspapers

They fear that the develop of the commercial television in Europe could restrain the press. A great deal of attention has been paid to this topic by the Italian advertising sector and by the legislature. We shall attempt to answer showing that this...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Gianluca Aru
June 15, 1991
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Citation

Aru, G. (1991a, June 15). The influence of commercial TV on the volume of advertising in magazines and newspapers. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-influence-of-commercial-tv-on-the-volume-of-advertising-in-magazines-and-newspapers


Research papers

The influence of commercial TV on the volume of ads in magazines in Germany from introduction to maturity

Germany was and still is a print media market. How much longer, if at all, will it remain a print media market? Their pattern of advertising expenditures varied only marginally during the two decades before 1985 the beginning of private commercial TV...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rolf Speetzen
June 15, 1991
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Citation

Speetzen, R. (1991a, June 15). The influence of commercial TV on the volume of ads in magazines in Germany from introduction to maturity. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-influence-of-commercial-tv-on-the-volume-of-ads-in-magazines-in-germany-from-introduction-to-maturity


Research papers

The longer and broader effects of advertising

Historically the short term sales response to advertising has been the easiest to measure, giving rise to a mistaken belief that long term effects do not exist. As this became an issue in the ERA Advertising Effectiveness Awards, a new category was...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Paul Feldwick, Chris Baker
June 15, 1991
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Citation

Feldwick and Baker (1991a, June 15). The longer and broader effects of advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-longer-and-broader-effects-of-advertising