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Research papers

Radio in the media-mix

Utilizing the basis of the very complex automobile market in Germany, the effects created by radio advertising in a media-mix will be demonstrated. The essential effects of an advertising campaign can only be proven in psychologically defined target...

Catalogue: 2nd Radio Research Symposium
Author: Sven Dierks
June 15, 1997

Case studies

Qualities of radio advertising

This paper presents the results of the first basic survey in Germany to show the effectiveness in principle of radio as an advertising medium. Described are the effective mechanisms of radio advertising in relation to actual exposure, both generally...

Catalogue: 2nd Radio Research Symposium
Author: Christoph Wild
June 15, 1997

Research papers

Consumer cognitions

This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Susan Baker
December 1, 1996

Research papers

Customer satisfaction

The German Customer Barometer cannot replace a business's own analysis of customer satisfaction and retention, enabling it to realise a lasting high quality in all areas of customer relations within the company at large. However, through its...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance
Authors: Frank Dornach, Anton Meyer
May 1, 1996

Research papers

Vision and research

The subject of this contribution is the succesful market-launch of the news-magazine FOCUS in Germany in 1993. We shall begin by examining the genesis of the magazine: from the original conceptual vision to the point of its realisation. Central to...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Ulf-Dieter Filipp, Petra Maria Nippa
November 1, 1995

Research papers

Readership research for local free-sheets

Since April 1994 the Bundesverband Deutscher Anzeigenblatter (BVDA) and its member publishers have been pursuing their concept of systematic readership research for editorial and advertising marketing. On the basis of research standards, set up by...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Michael Wirkner
November 1, 1995

Research papers

Radio research in Germany

At the beginning of 1995 a multi-million Mark research project was launched by the radio networks involved in the media analysis association, Arbeitsgemeinschaft Media-Analyse e.V. or AG.MA for short. The object of this project is to investigate the...

Catalogue: Radio Research Symposium 1995
Author: Dieter Müller-Veeh
July 1, 1995

Research papers

Sport sponsorship in isolation versus its integration into classical advertising

The following paper - focussing mainly on Germany - aims to provide some insight and a better understanding about the effectiveness of sport sponsorships. Firstly, an outline about the status of the German sponsorship market is given in order to show...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Gabi Koschler, Jurgen Merz
Company: GfK
June 15, 1995

Research papers

Increasing revenues in furniture sales by increasing customer retention

From a business point of view, Germany is made up of about 35 million households. These people purchase lots of food, cars, gelly babies, mountain bikes etc. And they buy lots of furniture to the value of more than 40 thousand million marks a year....

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing
Author: Wolfgang Dittrich
Company: Burke, Inc.
June 15, 1995