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Research papers

Hopelessly devoted?

In this paper a new method of data analysis is presented for gaining insight into the degree of dedication among radio listeners to the various radio stations in the Netherlands. Radio data collected in the Continuous Radio Audience Survey 1 during...

Catalogue: Radio Research Symposium 1995
Authors: Henk Van Zurksum, Suzan Ekelenkamp
Company: GfK
July 1, 1995

Research papers

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Wim van der Noort, Irena Petric
June 15, 1994

Research papers

Experiments in the measurement of TV audience reactions

This paper deals with the measurement of program appreciation in the Netherlands. In the first part of this essay, attention is given to the value and applications of appreciation scores and the method of collecting them is discussed. Appreciation...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Wim Bekkers
June 15, 1992

Research papers

Adapting advertising to the media environment, or: The way to kill two birds with one stone

The significance of the media environment with respect to the effectiveness of advertising can be considered as one of the most arbitrary subjects in the field of media research and media planning. Systematical research in this field, however, has...

Catalogue: Seminar 1992: Media Research Meets The Future
Authors: Bouke Walstra, Piet L. C. Nelissen
June 15, 1992

Research papers

Both sides of the coin

The number of women with a paid job in the Netherlands is growing rapidly. Of course, having a job has implications on the amount of money, time and contacts one has. But the list of topics that are affected is much larger.To study what implications...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Authors: Barbara Prassek, Judith E. J. Bloks
Company: NIPO
June 15, 1991

Research papers

Multi media effects: Synergy between television, tv magazine and newspaper ads?

In September 1989 a short but heavy multimedia campaign was started to increase the knowledge in the Netherlands of the new tax laws that will influence everybody's life as from the first of January 1990. A small brochure was inserted in all TV...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Leendert van Meerem
June 15, 1990

Research papers

Marketing at the Opera

In 1988 De Nederiandse Opera initiated a marketing strategy. The first action that was undertaken was a large scale marketing investigation among our audience. We had a number of reasons for this investigation. Most important was that we felt we had...

Catalogue: Seminar 1990: Research And Marketing For The Arts
Authors: Truze M. Lodder, Jozsi Toth
Company: Motivaction International B.V.
June 15, 1990

Research papers

Old is gold: But who is old?

The paper is divided in two parts. The first part discusses the demographic, economic and cultural aspects that stand behind the growing importance of elderly people as consumers of goods and services. Elderly people are not a homogeneous lot. The...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gabriele Morello
June 15, 1989

Research papers

Scanning scanning opportunities

This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using...

Catalogue: ESOMAR Congress 1988
Authors: Frans W. Plat, Peter S.H. Leeflang
September 1, 1988