Resources Library by ANA

In which terms is the problem of media planning set today? (French)

Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Jean Francois Canguilhem

September 1, 1974

In which terms is the problem of media planning set today?

Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Jean Francois Canguilhem

September 1, 1974

Choice of a new target for a weekly magazine

The weekly newspaper 'La Vie Catholique', published in Paris, was founded in 1945 and destined to become a mass-circulation vehicle of expression for a closely circumscribed segment of Catholic opinion. Its circulation figure rose to attain a peak in...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry

Authors: Jean-Louis Laborie, Jacqueline Aglietta

Company: KANTAR TNS Malaysia

June 15, 1974

Market-segmentation in the magazine field

Nowadays it is virtually a matter of course to plan a new product down to the last detail. What is taken for granted in other product sectors is still considered a rarity in the magazine market, although in this field, too, the abundance of...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry

Author: Roswitha Kohrs-Darius

June 15, 1974

Summary report on teenage attitudes to television viewing with special reference to 'pop' music

The general purpose of the research reported here was toestablish types of teenage interests with special referenceto television viewing. The objectives of the researchwere to identify programme styles and items which couldbe involved in programmes...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 8, 1973

Data control's answer to marketing requirements

We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Jean Francois Canguilhem

June 15, 1972

Discussion group III

Group C, meeting for a total of four hours, generated a lively and well informed discussion. Of particular value was the relationship of an impressively wide range of comparable practical experience to the subjects debated. Although discussion did...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Authors: W. D. McClelland, R. A. Davie

June 15, 1972

Data control's answer to marketing requirements (French)

We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Jean Francois Canguilhem

June 15, 1972

The choice among media

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Jacques Durand, Marcel Marc

June 15, 1971