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Research papers

Developing the foundation for a new approach to understanding how media advertising works

Massive marketplace changes and several new research and analytical approaches have raised serious questions about 'how media advertising works' in the interactive, networked, global systems found in the 21st century media marketplace.Three new...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Don E. Schultz, Joseph J. Pilotta
June 16, 2004

Research papers

Relevant pieces to the Chinese media puzzle

This paper will offer a unique view of the Chinese media marketplace, that of the Chinese retail consumer. We present data from a 2009 study of 7,000+ Chinese consumers, age 18 to 34, who have reported on what media they use, i.e., consume, not what...

Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Don E. Schultz, Martin P. Block
April 20, 2010

Research papers

Implementing a media consumption model

A theoretical media consumption rather than a media distribution model was proposed at the ESOMAR 2004 WAM conference to provide understanding of how media advertising 'works' in the 21st century.This paper reports on how the model was populated with...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Don E. Schultz, Joseph J. Pilotta, Martin P. Block
June 22, 2005

Research papers

Media consumption and consumer purchasing

The focus of this paper is to extend the BIGresearch Media Consumption model, connecting three key components: experiential time, simultaneous media usage and media influence on purchase decision.The outcome is a media planning model demonstrating...

Catalogue: Worldwide Multi Media Measurement 2006
Authors: Don E. Schultz, Joseph J. Pilotta, Martin P. Block
June 4, 2006

Research papers

Budgeting for brand outcomes

This paper summarizes the development of a new method of developing building and maintaining brands starting first with a brief description of how brand managers have typically operated in terms of brand budgeting and allocation why those...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Don E. Schultz
June 15, 1998

Research papers

The Internet and the effects of eCommerce on the brand

This paper presents a forecast of how brands and branding can and will be used in the new converging marketplace of the 21st century. The authors suggest a new model for developing and managing brand relationships will be required. The initial theory...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Don E. Schultz, Heidi F. Schultz
September 1, 2000

Research papers

A roadmap for developing an integrated, audience-focused, market research-driven organisation

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization's focus on supply-chain management and the organizational structures employed. Further, market research managers...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Don E. Schultz, David Haigh, Heidi F. Schultz
September 19, 2004

Research papers

Building holistic relationship communication programs in an interactive marketplace

This paper provides a comprehensive framework for a new communication process model where company and consumer perspectives are considered as co-equivalent parts of a relationship communication system. It is based on the notion that in 21st century...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Don E. Schultz, Kirsti Lindberg-Repo
September 22, 2002

Research papers

Shopper's own views of in-store activities

One of the most challenging issues in retail marketing is knowing which media forms have been used by consumers prior to entering the retail environment. Drawing from the on-going U.S. Simultaneous Media Consumption (SIMM) studies, in this session,...

Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Authors: Don E. Schultz, Martin P. Block
March 4, 2009