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Research papers

Millennial mediavores

The authors? experience suggested that using traditionally broad mediagroupings could limit the effectiveness of a media recommendation. Thisis increasingly becoming of major concern as the media options for under24-year-olds flourish and the same...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Briar Harland, Alana Storey
November 1, 2000

Research papers

Research for broadcasting decisions

This paper describes the results of a study commissioned by the Foreign and Commonwealth Office from Research Surveys of Great Britain (RSGB) to determine whether the World Service is effective in communicating a positive impression of Great Britain...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Michael M. Brown, Philip Mercieca, John Parrish
June 15, 1991

Research papers

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Wim van der Noort, Irena Petric
June 15, 1994

Research papers

A radical approach to life style research in the definition of new publications and mass communication

This paper shows how a radically new approach to life style research can lead us to more effective and persuasive mass communications, and how to detect what kind of new publications will be viable and of high vitality.

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry
Authors: Michaël Burke, Bernard Cathelat
June 15, 1974

Research papers

Improving the effectiveness of our media planning

The everyday activity of a media planner consists in organizing systems or combinations of means of transportation for the advertising messages toward the targets. In most other fields, such a system is considered as a good one when it : is cost...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Giovanni Fabris
June 15, 1984

Research papers

Global growth of US values among youth

Michael Porter suggests that a nation's firms are often international leaders in industries that are related to the nation's national passions. A firm developing product for demanding and sophisticated consumers in the home market gets an earlier...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Jeanne Binstock van Rij
June 15, 1992

Research papers

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

Research reports

Qualitative research on Barclays

This Research Report sets out the results, conclusions, and recommendations drawn from qualitative research on Barclays magazine and cinema advertising.Responses to the two sets of advertising are treated separately in this report, but since the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1970

Research papers

Media research beyond the gap

There is a gap between the stimulus which an advertisement offers to the consumer and the response which it evokes; there is a gap between the medium as it is designed by its editorial staff and the medium as it is used by its audience; there is a...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Authors: Douglas Richardson, Tom Corlett
March 1, 1976