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Research papers

Assessing the benefits of combined weeklies and television advertising

In the autumn of 1991 we conducted, through matched area samples and covering both weekly magazines and television, the biggest ever controlled advertising experiment in Sweden. Using 2,6 telephone interviews and 1,3 home interviews we evaluated the...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Ake Wissing
June 15, 1992
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Citation

Wissing, A. (1992a, June 15). Assessing the benefits of combined weeklies and television advertising. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/assessing-the-benefits-of-combined-weeklies-and-television-advertising


Research papers

Are senior people the same across Europe? The approach of an international magazine

The question posed is the backdrop of the international development of a magazine for senior people : Notre Temps. In view of the exceptional success of this magazine in France, we decided to adapt this concept in Europe and over the North American...

Catalogue: Seminar 1991: The Over 50's In The 90's
Author: Hubert Chicou
June 15, 1991
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Citation

Chicou, H. (1991a, June 15). Are senior people the same across Europe? The approach of an international magazine. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/are-senior-people-the-same-across-europe-the-approach-of-an-international-magazine


Research papers

New measures of advertising effectiveness

This paper describes the work undertaken by Family Circle magazine, in conjunction with Citicorp POS Information Services, and Simmons Market Research Bureau, to measure the effects of magazine advertising on the sales volume of advertised products....

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rebecca M. McPheters
June 15, 1991
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Citation

McPheters, R. M. (1991a, June 15). New measures of advertising effectiveness. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/new-measures-of-advertising-effectiveness


Research papers

The challenge of marketing magazines

To strengthen its advertising market position, VNU - the largest Dutch magazine publisher - has designed an innovative magazine marketing strategy based on the concept of state-of-mind. State of mind refers to a set of personality characteristics...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Hein G.M. Brinkhoff
June 15, 1991
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Citation

Brinkhoff, H. G. (1991a, June 15). The challenge of marketing magazines. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-challenge-of-marketing-magazines


Research papers

Readership moods with French news magazines

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Daniel Adam, F. Laurent
September 1, 1990
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Citation

Adam and Laurent (1990a, September 01). Readership moods with French news magazines. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/readership-moods-with-french-news-magazines


Research papers

Readership moods with French news magazines (French)

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Daniel Adam, F. Laurent
September 1, 1990
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Citation

Adam and Laurent (1990a, September 01). Readership moods with French news magazines (French). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/readership-moods-with-french-news-magazines-french-


Research papers

Complementarity between television and magazines

This research was planned in order to check the observations made based upon theoretical works on the complementarity of magazine and television advertising. Although few media-planners doubt the beneficial effects of this complementarity on ideas...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Jean-Pol Thiebaut
June 15, 1990
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Citation

Thiebaut, J. (1990a, June 15). Complementarity between television and magazines. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/complementarity-between-television-and-magazines


Research papers

Marie Claire in Italy

Two years after the October 1987 launch of the Italian edition of the women's monthly Marie Claire, product of the collaboration between Arnoldo Mondadori Editore and the French publisher Marie Claire Album (Prouvost Group), the title has, on the one...

Catalogue: Seminar 1990: The Quality Of Media Information
Authors: Luisa Pogliana, Arnaldo Aisa
June 15, 1990
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Citation

Pogliana and Aisa (1990a, June 15). Marie Claire in Italy. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/marie-claire-in-italy


Research papers

Readers-per-copy revisited

The ratio of the estimated readership of a newspaper or magazine to its net sale or circulation - 'readers-per- copy' - remains a controversial statistic, principally because many people believe, erroneously, either that similar publications should,...

Catalogue: Seminar 1988: Media And Media Research
Author: Michael M. Brown
June 15, 1988
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Citation

Brown, M. M. (1988a, June 15). Readers-per-copy revisited. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/readers-per-copy-revisited