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Research papers

The multiplier effect

In the past our Company was part of the international network of publishers experimenting the Multiplying the Media Effect Research Programme. In Italy, as with all the countries where these experiments were carried out, the results substantially...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Arnaldo Aisa, Luisa Pogliana
June 15, 1991
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Citation

Aisa and Pogliana (1991a, June 15). The multiplier effect. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/the-multiplier-effect


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 23, 2024, from


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


Research papers

How do press ads really work and how can we measure their performance more realistically

This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Wendy Gordon, Andrea Berlowitz
June 15, 1991
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Citation

Gordon and Berlowitz (1991a, June 15). How do press ads really work and how can we measure their performance more realistically. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/how-do-press-ads-really-work-and-how-can-we-measure-their-performance-more-realistically


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 23, 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 capital image

Studies carried out on the press in the majority of cases concentrate on investigations of the readership. Focusing on the various types of readers of a single title, and classifying them both socio-demographically and in terms of social behaviour,...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Philippe Robinet, François Laurent
Company: BVA Group
June 15, 1991
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Citation

Robinet and Laurent (1991a, June 15). The capital image. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/the-capital-image