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Research papers

Measuring the value of print advertising

Advertising testing should be an integral part of a successful brand management system. For this reason the continuous tracking of consumer attitudes in a product category is recommended. With computer-interview disks always in the field, the tracked...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Ian D. Greig
June 15, 1991
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Citation

Greig, I. D. (1991a, June 15). Measuring the value of print advertising. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/measuring-the-value-of-print-advertising


Research papers

David and Goliath

Since the arrival of the private television channels in Spain the newspaper Publishers became more and more worried about the share they would get within the advertising budgets. Television has been always the main medium in Spain for advertising a...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rosa Maria Forner
June 15, 1991
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Citation

Forner, R. M. (1991a, June 15). David and Goliath. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/david-and-goliath


Research papers

Planning effective press campaigns

The state of understanding of the effects of print advertising is not as clearly developed as that for TV. This reflects the much more complicated nature of press exposure and the difficulties which that in turn presents for looking at advertising...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Gordon Pincott
Company: KANTAR TNS Malaysia
June 15, 1991
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Citation

Pincott, G. (1991a, June 15). Planning effective press campaigns. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/planning-effective-press-campaigns


Research papers

Press advertising revenue

The main influence on gross press advertising revenue is the general health of the economy, as measured by GDP per capita. The same is not TRUE for TV. The size of the commercial audience on TV is limited both by the nature of the medium and by state...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Jane Perry
June 15, 1991
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Citation

Perry, J. (1991a, June 15). Press advertising revenue. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/press-advertising-revenue


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 24, 2024, from


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


Research papers

Research for free publications

This paper is divided into four parts. The first part provides a brief overview of the free publication market which in the UK represents an estimated 30% of print advertising expenditure, dominated by controlled circulation business titles and local...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Nigel Jacklin
June 15, 1991
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Citation

Jacklin, N. (1991a, June 15). Research for free publications. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/research-for-free-publications


Research papers

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Alan Smith
June 15, 1991
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Citation

Smith, A. (1991a, June 15). The media multiplier and the growing significance of scanner data. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-media-multiplier-and-the-growing-significance-of-scanner-data


Research papers

The changing market for local & regional newspapers

The circulation of local and regional papers has been in long-term decline for at least 15 years in the UK, and some parts of Europe have experienced similar trends. Over the past few years, the Henley Centre has been asked by a number of individual...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: David Darton, Steven Barnett
June 15, 1991
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Citation

Darton and Barnett (1991a, June 15). The changing market for local & regional newspapers. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-changing-market-for-local-regional-newspapers


Research papers

Marketing effectiveness studies

Eleven separate research studies, covering as many marketing places, were conducted to determine which marketing communications tools are most useful in providing information about products and services specified by managers who have purchasing...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: David P. Forsyth
June 15, 1991
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Citation

Forsyth, D. P. (1991a, June 15). Marketing effectiveness studies. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/marketing-effectiveness-studies