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Research papers

The choice among media (French)

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Jacques Durand, Marcel Marc
June 15, 1971
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Citation

Durand and Marc (1971a, June 15). The choice among media (French). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-choice-among-media-french-


Research papers

Area tests and consumer surveys to measure advertising effectiveness

We have used in our agency two methods particularly for investigating the effectiveness of advertising campaigns. These are area tests and media questions on product surveys. The main object of this paper is to describe a case history in which both...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: Susanna Segnit, Simon Broadbent
September 1, 1970
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Citation

Segnit and Broadbent (1970a, September 01). Area tests and consumer surveys to measure advertising effectiveness. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness


Research papers

Can advertising and media planning be improved by the use of single-source data?

The TGI, of course, is not the first single-source media product survey to be set up on a continuous basis. The TEM system in Sweden, and the Brand Rating Index and Simmons surveys in the USA, also work elsewhere on data marriage, are all extremely...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Christopher Minter
September 1, 1970
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Citation

Minter, C. (1970a, September 01). Can advertising and media planning be improved by the use of single-source data?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/can-advertising-and-media-planning-be-improved-by-the-use-of-single-source-data-


Research papers

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970
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Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning


Research papers

Application of primary surveys and desk research to media planning (German)

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970
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Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning (German). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning-german-


Research papers

Reflexions on the concept of a general marketing model

Let us consider a firm and assume that it conceives and implements its own advertising. Let us ask what is possible and reasonable to expect of the media executive. Let us then ask the same question of the advertising executive and try to define in...

Catalogue: The European Marketing Research Review 1969
Author: Patrice Bertier
August 1, 1969
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Citation

Bertier, P. (1969a, August 01). Reflexions on the concept of a general marketing model. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/reflexions-on-the-concept-of-a-general-marketing-model


Research papers

An international approach to data processing for media selection

The paper deals with the formation and development of the MAP Service, which is a data analysis service for campaign/media planning, available to all members of the London Press Exchange Group, for both their national and international clients...

Catalogue: ESOMAR Congress 1968
Author: Peter Masson
June 15, 1968
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Citation

Masson, P. (1968a, June 15). An international approach to data processing for media selection. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/an-international-approach-to-data-processing-for-media-selection


Research papers

Can informant claims on product purchase made at an interview be used for media planning?

The purpose of the work upon which this paper is based was to examine the implications, for the immediate purposes of current media planning in the United Kingdom, of an important experiment reported to the ESOMAR-WAPOR Congress 1967. We owe a...

Catalogue: ESOMAR Congress 1968
Authors: Simon Broadbent, Peter B. Mooney
June 15, 1968
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Citation

Broadbent and Mooney (1968a, June 15). Can informant claims on product purchase made at an interview be used for media planning?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/can-informant-claims-on-product-purchase-made-at-an-interview-be-used-for-media-planning-


Research papers

Consistency of purchasing and television viewing behaviour optimum periods for study

The correlation that may exist between advertising pressure and effectiveness can be expressed as a response function for marketing purposes, perhaps the most interesting relationship is that which may exist between media exposure and sales, and it...

Catalogue: ESOMAR Congress 1968
Authors: Michael J. West, Stephan Buck
June 15, 1968
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Citation

West and Buck (1968a, June 15). Consistency of purchasing and television viewing behaviour optimum periods for study. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/consistency-of-purchasing-and-television-viewing-behaviour-optimum-periods-for-study