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Research papers

The forgotten characteristic of print advertising

It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertisements were tested among readers of women’s...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Vivian Beck
June 15, 1997
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Citation

Beck, V. (1997a, June 15). The forgotten characteristic of print advertising. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/the-forgotten-characteristic-of-print-advertising


Research papers

Quality planning

To what extent does present-day media research fulfil the needs of the user? From advertisers, especially, there is quite some criticism regarding the relevance of existing readership surveys. Although there is no doubt about the benefits of...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Vivian Beck, John Rodenburg
November 1, 1995
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Citation

Beck and Rodenburg (1995a, November 01). Quality planning. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/quality-planning