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Research papers

Recognition versus recency

Through-the-Book and Recent Reading are the current "hot potatoes" in media research and we constantly see them being thrown from hand to hand. The following paper attempts to show the advantages and disadvantages of both TTB and RR. In doing so, we...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Rolf Speetzen
June 15, 1986
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Citation

Speetzen, R. (1986a, June 15). Recognition versus recency. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/recognition-versus-recency


Research papers

Plus print

PLUS PRINT is the title of an intermedia advertising effectiveness study. It stands for the effectiveness of advertising in electronic media plus additional advertisements in consumer magazines, demonstrated by HORZU, the largest selling magazine in...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Rolf Speetzen
June 15, 1984
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Citation

Speetzen, R. (1984a, June 15). Plus print. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/plus-print-2542


Research papers

Theory and practice of media mix decisions

This paper is aimed to throw some light on the ways media research data are, indeed, affecting the media planning processes. Although the media availability in West Germany is entirely different from the availability of media in Canada, the planning...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Authors: Rolf Speetzen, Hans Vorster
April 11, 1984
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Citation

Speetzen and Vorster (1984a, April 11). Theory and practice of media mix decisions . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/theory-and-practice-of-media-mix-decisions-


Research papers

Recognition versus recency

Through-the-Book and Recent Reading are the current ‘hot potatoes’ in media research and we constantly see them being thrown from hand to hand. This chapter attempts to show the advantages and disadvantages of both TTB and RR. In doing so,...

Catalogue: ESOMAR Monograph Series Vol.3: Print Media Research
Author: Rolf Speetzen
June 15, 1980
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Citation

Speetzen, R. (1980a, June 15). Recognition versus recency . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/recognition-versus-recency-


Research papers

The quality of magazine and tv exposures

The objective of media planning is to establish, within the framework of the budget for a specific advertising target, the optimum cost-effective combination of carriers for the advertising in question. As a rule, the selection of the media is based...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: Rolf Speetzen, Wilfried Wenzel
June 15, 1980
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Citation

Speetzen and Wenzel (1980a, June 15). The quality of magazine and tv exposures. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-quality-of-magazine-and-tv-exposures


Research papers

The decline of the birth rate and its influence on marketing to the younger generation

This paper is intended to draw attention to the consequences of a declining birth rate, which is present in almost every industrialised country today. In drawing conclusions, one has to consider the difficulty of predicting the birth rate, i.e. the...

Catalogue: Seminar 1978: Researching Children
Author: Rolf Speetzen
October 1, 1978
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Citation

Speetzen, R. (1978a, October 01). The decline of the birth rate and its influence on marketing to the younger generation. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-decline-of-the-birth-rate-and-its-influence-on-marketing-to-the-younger-generation


Research papers

Plus print

PLUS PRINT: what exactly does it mean? PLUS PRINT is the title of an intermedia advertising effectiveness study. It stands for the effectiveness of advertising in electronic media plus additional advertisements in consumer magazines, demonstrated by...

Catalogue: ESOMAR Monograph Series Vol.3: Print Media Research
Author: Rolf Speetzen
June 15, 1977
×

Citation

Speetzen, R. (1977a, June 15). Plus print. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/plus-print


Research papers

Criteria of decision on media-mix

The paper shows the problems of deciding on media-mix, which is one of the most difficult marketing measures. Although most media analyses are so-called multi-media-analyses, they do not provide the vital data dealing with the completely different...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Rolf Speetzen, Wilfried Wenzel
June 15, 1970
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Citation

Speetzen and Wenzel (1970a, June 15). Criteria of decision on media-mix. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/criteria-of-decision-on-media-mix